BrewDog's satirical 'beer for girls,' Pink IPA, is making women see red

A Scotland-based craft beer company recently released a "satirical protest beer" wrapped in pink packaging, and it is making women see red.

BrewDog announced on Tuesday the launch of Pink IPA, a beer "satirically dubbed Beer For Girls."

The beer, which will launch Thursday to coincide with International Women's Day, will be the same as the brewery's Punk IPA, but repackaged in "lurid pink" and renamed to Pink IPA as a satirical illustration of marketing efforts by other companies.

In a nod to the gender pay gap, the brewery said the beer will be 20 percent cheaper for women than it will be for men, and 20 percent of the proceeds will go toward charities that fight gender inequalities.

"This is our overt parody on the failed, tone-deaf campaigns that some brands have attempted in order to attract women," the company said on its website.

But while the beer is intended "to expose sexist marketing to women, particularly within the beer industry," many women saw the campaign as a parody of itself.

Sarah Warman, BrewDog's global head of marketing, told Business Insider the company anticipated some people "might not immediately appreciate the irony of Pink IPA."

"Pink IPA is clearly an over-the-top ridiculing of the types of sexist marketing we often see from brands trying to engage a female audience," Warman told Business Insider.

BrewDog's campaign comes on the heels of several other companies' female-centric marketing plays, including Johnnie Walker temporarily changing its label to Jane Walker and Kentucky Fried Chicken introducing country music star Reba McEntire as Col. Sanders.

But the campaigns don't always work. News at the beginning of February of a daintier Doritos for women turned PepsiCo into a punchline.

If you do want to get your hands on the beer, it will be available in bars and online for the next four weeks beginning Thursday. BrewDog's only United States location is in Columbus, Ohio.

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