A Harrogate-based equality initiative is launching a campaign to get rid of the stereotype that beer is a man’s drink.
The Beer Glass Project, which is being run by the community interest company Women On Tap, aims to showcase beer as aesthetic and indulgent rather than something “guzzled in a laddish manner”.
Women on Tap will post photos, key facts and articles on social media during the five-week campaign that sets out to challenge perceptions of beer – how it looks, tastes and who it’s for.
A report by women and beer interest group Dea Latis revealed the UK has one of the lowest percentages of female beer drinks in the world at 17%.
The report identified barriers that put women off drinking beer, including male-orientated advertising, judgement from others and the calorie content.
Women On Tap founder Rachel Auty said:
“We need a reset button to enable us to stamp out inequality so that beer is accessible to all.
“We need to change the way it is represented, talked about and marketed.”
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A different style of glassware will be used to present the beer throughout the project.
Rachel added:
“Women want great glassware and are more likely to choose a drink that is presented in a beautiful and aspirational way. Women are strong and independent and they will choose a drink that helps them make a bold statement about who they are.
“I hope to make more women realise there really is no better way to do that than with a great beer in a fabulous glass.”
