Gawd loves a trier, but perhaps the marketers at Brewdog should have sat a little longer around that Flipboard.

Today, Brewdog released a new beer and called it, Pink IPA. On Twitter, they wrote, “This is not “beer for girls”. This is beer for equality. Pink IPA has landed.”

Yes, this is exactly what equality needs Pink Beer. I mean look – the Pink bottle is smashing the Blue bottle in half in the promo pic… This beer means business.

Don’t worry about equal pay for equal work, equal maternity and paternity leave, ending the patriarchy, diverse hiring, equal power gap, sexual harassment, sexual assault and all that. No drink a f*cking Pink Beer that’ll make it.

Brewdog’s marketing statement read, “we have always believed that beer is for everyone, and equality is a fundamental right. So today we are launching a clarion call to end the discrimination of gender pay inequality. In the UK men earn on average 20% more than women. And that’s not ok.

“So ahead of International Women’s Day this Thursday, we are launching Pink IPA. A beer for women. A beer for equality,

“…. What’s more, people who identify as female will be able to pick up Pink IPA in any BrewDog bar for 20% less. The beer will launch in our bars this Thursday 8th March to coincide with International Women’s Day”.

Oh, btw they say that the name, Beer for Girls is satirical and their aim is to expose sexist marketing to women.

So you know, they made the label pink.

Now, wait, remember Brewdog once made a “trans” beer, which was called “No Label” and they made a “Protest Beer” against the homophobia in Russia.? Where are they now? Nowhere.

This beer will be available for 4 weeks only and 20 percent of the proceeds will be “donated to charities that fight inequality and support women”.

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The reaction

Well, by and large, people on Twitter weren’t having it. Nope, they weren’t having it AT ALL.