While it’s true that many health-conscious women tend to limit the number of brewed beverages they consume, many health conscious women also have brains, taste buds, and some pride in their gender, and thus, would not be caught dead purchasing or drinking something called “Chick” brand beer. Not even when the bottle looks like a woman in a little black dress.
In the interview, Shazz explains that the beer market is almost entirely dominated by males, which is true. Beer has traditionally been thought of and marketed as a proudly “male” product–you’ll recall that Miller Light received quite a bit of flak following their “Man Up” ads, which showed various men ordering light beers that weren’t Miller, and thus, not being actual men? That kind of advertising just doesn’t sit well with the ladies. Which means that, from a strictly marketing point of view, targeting a young-to-mid female demographic would be a smart idea. However, this swing in the complete opposite direction seems, to many women, less empowering, and more offensive.
Aside from the diminutive name “Chick”, which has fallen out of fashion almost entirely and shows no signs of being reclaimed by women a la “bitch”, there’s plenty to dislike about the marketing of this cutesy six pack. In her interview, Lewis describes her desire to package the product in ways that would be iconically female, with a little black dress, a purse, and a pink-and-black color scheme. Unfortunately, her attempt to nail this look is woefully unattractive, featuring an outdated typeface, and an illustration that’s a little more 1990s Barbie that Audrey Hepburn. Additionally, the beer, which is labeled as “light,” doesn’t offer what health conscious women look for: a calorie or carbohydrate count on the front of the packaging.
Lewis, who states in the interview that she is a “craft-beer drinker”, is quick to explain that it’s not “just a gimmick”, but that the beer itself will hold up. Men even drink it, she says. And, she states, she has daughters who are strong feminists, which is why she wanted to reclaim the name.
Still, the product (which I admit, I have not tried. I don’t think they sell it at the pub around the corner, but perhaps I should put in a request), which is described on the website as being “soft and smooth” and “lightly carbonated for less of that bloaty feeling” feels gimmicky, as if someone is trying to pull the pink wool over the collective females’ eyes and trick them into liking beer.
Marketing existing beers, whether micro or macro, to women isn’t innately a bad idea–plenty of women do drink regular (or is it “male”?) beer. But making a specific product just for ladies who love to go to purse parties and gals nights out feels misguided, rather than empowering.
What do you think? Would you drink Chick beer? Let us know in the comments.