So, last night I got pretty fired up when local brewery, Frey's, published the newest label of theirs that had been approved. If you missed it, it was basically a cartoon woman, with her breasts falling out, called “Heavy Breathing Betty.” 

Pretty goddamned classy, right? I was pretty happy when the majority of the reactions were negative, and even happier when said brewery reacted in a more positive way this morning, pulling the artwork, and apologizing.

But it doesn't end there. This argument is way bigger than this isolated incident.

The fact that this even happened, is annoying as shit. I was really hoping breweries were moving past this whole “sex sells” shit, but I guess I was wrong. There are still plenty of breweries, both large and small, that still rely on the sexualized woman's body to sell their product. As a dude, it annoys me to no end, so I can’t even begin to imagine how you women must feel.

If that’s your strong marketing approach, if that’s your gimmick, than whatever, I don’t need to buy your beer. I can’t imagine it’s very good, if you can’t sell it on its own merit and instead rely on “HEY LOOK BOOBS, THAT’S HOT AMIRITE??” It is not "creative," and it is not "unique." It is lazy, it is disgusting, it is bottom of the barrel type shit. And I'm fucking done with it.

This event really just reopened a can of worms, and brought it back to the front of my mind. Now, I am stuck frantically pulling words from the hurricane of thoughts in my brain to write this.

I don’t have any real answers, but will continue to be vocal against this kind of gimmick in our community, and hope you will be, also.

From Liz at Naptown Pint, Tierney over at Stouts and Stilettos, Ashleigh and Kristie at Two Girls One Beer (who are writing a book!), to Margaret over at Brewer Shirts, and Kristina over at Rare BeerClub, and countless other, some of my favorite people in this scene, community, whatever, are women. And all I want is for them to be able to be looked at as another member in the community, not a member that has boobs.

There are a million things that I want to say, but can't explain myself monosyllabically enough for the target audience of this post to understand. So I will end it with this: This is my plea to breweries. Knock it off. Seriously, fucking stop already. We do not need this. I, and many others, I’m sure, will just plain stop buying your beer. And then where will you be? Adapt, and grow the hell up already.

Hipster Brewfus


  1. The worst example of insensitive brewing misogyny was when Hop Valley Brewing named a beer "Mouth Raper IPA" They also produce a beer called "Double D Blonde". Makes me imagine that a visit to their brewery would be like watching an "Animal House" and "Porkies" double feature at the Scuzball Drive-In.

    1. Jesus, "Mouth Raper"

      Good god, that is tasteless.