SUIP!

So, some craft brewers in Wisconsin thought it would be a great idea to brew and market some beer with women drinkers in mind. Fretting over the nuances of potential low-calorie beer or fruit brews while pondering deeply the subtleties of female history and aesthetics, they came up with Chick.

We are proud to introduce Chick Beer, the only American beer created just for women.

Chick Beer is a craft-brewed light beer that doesn’t taste like a light beer.  The flavor is soft, smooth and full-bodied.  Yet Chick Beer magically has just 97 calories and 3.5 carbs.

For centuries, beer has been created, produced and marketed by and to men.  At Chick, we think that it’s time for a new choice.

Chick Beer celebrates women: independent, smart, fun-loving and self-assured women who love life and embrace all of the possibilities that it has to offer.

Above all, we think that beer is supposed to be fun! So enjoy! Grab a cool Chick and Witness the Chickness!

Witness. the. Chickness?

To distil the pertinent points: Chick Beer has 97 calories per bottle while maintaining 4.2% a.b.v., and 5% of all profits from its sales will go to charities that empower women. These are pretty good things. The packaging is not a great thing. Cerise and black? Polka dots?! It’s awful. What exactly is the demo of women they’re going for?

The women who drink Chick Beer do not define themselves by any beer brand. The women who drink Chick Beer enjoy being women. They’re not trying to be one of the guys, and they aren’t afraid to wear pink, or a black dress.  In short, they freaking rock.

I had no idea all my female friends who drink other, not-for-women beers secretly hate the fact that they are women. I really have never understood the sexualisation of drinks - that some drinks are inherently more manly or womanly than others. It’s such a strange thing, and it leads to such remarkable feats of condescension as this.

It’d be a wonderful universe we live in if Chick tasted amazing. I’m not going to put my money on it, even if it is craft-brewed by one of America’s oldest breweries. But, for what it’s worth, the chances are that they succeeded in getting the taste profile they wanted from the beer is pretty high. My gut feeling is that, should this venture fail and they are left with a decent light beer, they could probably remarket the beer as “a light beer that doesn’t taste like a light beer”. That’s really not a bad angle at all.

Seriously, who are we to tell you what you should drink – especially when there is already a community of snarky bloggers trying to do exactly that?

But oh well, what can you do? Good luck to them. Maybe Chick will really take off and become a bestseller.

I have a feeling that it won’t though.

Tell me if I’m wrong - maybe I’m just a cynic.

Website here (link).