Ahead of International Women's Day on March 8, Scottish brewer BrewDog has launched a glittery new version of its most famous beer, repackaged in pink in an attempt to highlight gender pay inequality.
This new take on the popular Punk IPA, light golden in colour with tropical fruits and light caramel on the nose, has been rechristened as "Pink IPA".
BrewDog has announced that people who identify as female will be able to pick up a Pink IPA in any BrewDog bar for 20 per cent less than those who don't.
However, the relaunch has been branded a lazy marketing stunt by many on social media, seen to reinforce stereotypes rather than provide a refreshing alternative.
Many have also noted that it is not a "new" product at all, since the brew itself is the same - and of course, many girls and women are already partial to a pint of Punk IPA.
We’ve created a beer for girls. And it’s pink. Because women only like pink and glitter, right?
Lets show that enough is enough with stereotypes. pic.twitter.com/g1zonXFInm
It is also seen as piggybacking on the recent controversial Dorito's launch of 'ladies' crisps' (its boss says women don't like crunching loudly or licking their fingers) and the launch of "Jane Walker" whisky by one of the world's most popular Scotch whisky brands, Johnnie Walker.
But social media users may be playing into BrewDog's hands: never afraid of controversy, the company is known for the tongue-in-cheek advertising gimmicks which have contributed to its extraordinary growth.
For example, it launched a beer named 'Hello My Name is Vladimir' in protest against Russia’s ban on 'homosexual propaganda’ ahead of the Winter Olympics. Meanwhile, the Advertising Standards Authority has previously been called to examine the BrewDog website as a result of excessive use of foul language, which resulted in a caution.
Sarah Warman, BrewDog’s head of marketing, said: “Sexism in the beer industry is rife. We can no longer ignore that its existence prevents plenty of incredible women joining our eclectic and exciting industry.
@Brewdog this is what #BeerForGirls looks like. We don't need pink labels or #mansplaining to appreciate a fine ale. Or do you think we're that dumb? Perhaps we should drink #PinkIPA with #Doritos "lady friendly crisps"?! pic.twitter.com/u6vrCnG8bP— Rosemary E. Lunn (@Roz_UWMarketing) March 6, 2018
"There is a long history of products that pander and patronise through harmful, sexist stereotypes and vulgar imagery, and we’re rallying to put an end to this nonsense.
"The love of beer is not gendered. Beer is universal. Beer is for everyone.”
The top 10 beers for everyone, brewed by women
Beer sommelier Sophie Atherton's picks of the beers brewed by women (and there's not a pink pint among them)
1. Prospect Brewery, Silver Tally (3.7%)
An award-winning low ABV beer with a bittersweet balance and light citrus lemon notes. Perfect midweek pint or Saturday session bitter. Brewed by Patsy Slevin who started what would become Prospect Brewery in her mother-in-law's garage in Standish, near Wigan. A splendid pedigree with which to kick sexist notions about beer into touch.
Wigan Central, Queen St, Wigan
2. Brewster's Brewing Co, Aromantica (4.2%)
This tasty satisfying ale combines the best of traditional British brewing and the craft beer trend - through use of Citra hops from the USA. It's the work of Sara Barton, founder of Brewster's Brewing Co, whose twin passions for science and beer led to her becoming one of the UK's leading brewers.
3. Gadds' Ramsgate Brewery, Imperial Russian Stout 2014 vintage (10%)
Rich, viscous, chocolatey stout with big full body and hints of coffee. A perfect end-of-the-night beer and one to keep a little stock of for the next big weather event (the beast from the east was no match for its deliciousness). Sue Fisher of Gadds' is one of the brewers behind this beer.
4. Wild Card Brewery, Queen of Diamonds (5%)
Brewer Jaega Wise has a reputation for making great beer and saying things that need to be said - like how it's time we kicked sexism out of beer. A US-style IPA, expect a crisp bitter brew with a myriad of hop flavours that vary depending on one's palate.
5. Fuller's Brewery, Vintage Ale 2017
The 21st incarnation of the annually brewed Vintage Ale is the first to be created by their now Head Brewer Georgina Young. Featuring a malt and hop combination never seen before in a Fuller’s beer. It has the typical fruitcakey flavours but with shades of tropical fruit for a modern twist.
6. Redwell Brewery, West Coast Pale Ale (5.6%)
Experienced Master Brewer Belinda Jennings, is now in charge at Redwell. She earned her stripes at some of the UK's best known breweries including Adnams and Greene King. This US-style pale ale is very drinkable despite its ABV. Expect piney, resiny hops and a citrus punch with shades of mandarin and mango.
£18, 6-pack cans, eebria.com
7. Burnt Mill Brewery, Green Path IPA (6%)
This IPA is on my must-try list after tasting the same brewery's Layers imperial stout. It features popular, tasty hops Citra and Mosaic which provide zesty tropical fruit flavours and here promise tangerine, mango and papaya. Sophie de Ronde is the acclaimed and experienced brewer behind the beer.
8. New Belgium, Fat Tire, 5.2%
A balanced, biscuitty amber beer with floral hops it was inspired by Belgian efforts to brew beer that would appeal to visiting British soldiers. Kim Jordan co-founder of Colorado's New Belgium Brewing is one of the people behind this beer, although you'll need to make a trip to the US to try it.
$5/16 Oz, New Belgium Tap Room, Fort Collins, Colorado
9. Marston's, Pedigree (4.5%)
It might not be one for the craftier hipsters among you, but longstanding stalwart of the British ale scene Marston's Pedigree is produced under the expert watch of Head Brewer Emma Gilleland. A drinkable malty bitter with a gentle spicy hop finish.
£4.75, 4-pack cans, Tesco.com
10. Dancing Duck Brewery, Dark Drake (4.5%)
This oatmeal stout is a testament to the fact that not all women drinkers - or brewers - favour light coloured beers. Rich and malty with coffee and toffee flavours and a teeny hint of smokiness. Rachel Matthews is the woman behind the brewery, which she founded with her husband after becoming a real ale convert more than a decade ago.
£26/12-bottle case, Dancing Duck Brewery Shop, Payne St, Derby, DE22 3AZ