Monthly Archives: March 2009

AHU: Breaking into the Boys Club

How female brewers are looking to change the face of beer culture

graphic by sasha plotnikova

graphic by sasha plotnikova

Errol Morris, the Oscar-winning director of The Fog of War and The Thin Blue Line, is also the director of a lengthy campaign of commercials for Miller High Life extolling the virtues of being a man and enjoying a beer. Each spot has a 1950s air of male hegemony and revels in it, thick arms, hairy knuckles, and all. In one commercial, the gruff narrator asks a newlywed housewife standing before a supermarket beer cooler what kind of man she wants her husband to be. She chooses a High Life man, of course. Another asks a shirtless beer belly, “Is your name Sally? Sally, the salad-eater? No, you’re a High Life man and you don’t care who knows it.”

It’s not hard to admit that the prevailing undertones of the beer world are masculine ones. If we are to believe the dated notions that beer is the working class beverage and working class families are supported by a sole (male) breadwinner, then the brews in the fridge must be Dad’s, right? Wrong, says the growing number of women who drink, brew, advocate, and otherwise enjoy beer, and they want you to know it. Continue reading

Leave a comment

Filed under Brewers' Profiles, Commentary