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Beer ‘for her’ slammed on social media as ‘patronising’

A Czech beer made “by women for women” that seeks to represent “a woman’s strength and a girl’s tenderness” has attracted a furious backlash online with commentators venting their rage over its overt sexism.

Aurosa’s #beerforher

Born and brewed in Rychvald, east of Czech Republic, Aurosa is housed in a white marble-effect crown capped bottle and presented in marketing shots among bouquets of roses and served in Champagne flutes.

According to its website, the brand was “born to prove that women can succeed anywhere without having to adapt and sacrifice their natural femininity”, which added: “Women have been disregarded in the beer industry but owing to determination and faith in herself, Aurosa is set to redefine the perception of beer.”

The brand’s founder is a woman named Martina Šmírová, who the website says “stands for all phenomenal women, she stands for all their successes and beautiful moments. She is here to remind them how important and exceptional they are. She is here to celebrate femininity in all its forms. Aurosa is a beer created by woman for women.”

However Šmírová’s attempts to unite women through the power of beer spectacularly backfired on Twitter, with social media users blasting the brand’s entire concept as “patronising” at best and “F*****g stupid” at worst.

One prominent figure to weigh in on the debate was beer writer Melissa Cole, who attacked the brand in a series of expletives denouncing it as “horseshit” and blasting the brand for gendering beer.

Her sentiments were echoed by many other Twitter users.

Spencer Pritchard, wrote: “My beef with @Aurosa_Official isn’t that it’s trying to circumvent sexism within the beer industry, it’s that it’s aiding it by division. We need to educate & challenge the sexist few who balk at the thought of a women with a pint, not serve beer in flutes from tiny bottles.”

Kerry Huband added: “Why??? Beer is for everyone, we don’t need a pretty pink one. I’ll just have a pint thanks.”

Jonny Tyson wrote: “@Aurosa_Official women already have a beer – it’s called ‘Beer’ ~40% of craft beer drinkers in USA are women! #beerforher #patronising”.

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