As a collector of pin-up art, and the wife of a beer writer, I am probably more exposed to, and less bothered by, cheeky and puerile beer labels and tap handles than other women. I don’t know if beer labels with cute (hot) cartoon babes actually sell more beer – that would be kind of a sad thing, actually – but they certainly are out there. Here in Ontario, we’re all familiar with Niagara Brewery’s Niagara’s Best Blonde, with the 40s era bombshell on the label. She is not scantily clad, mind you, in fact she’s downright wholesome, but I can see where some women would take issue with an image of a woman being used to sell and promote beer.
Of course, busty women have been a marketing default for beer companies for years, and it’s only lately, with the rising popularity of craft beer, that mainstream brewers have changed gears to be more inclusive of women, portraying them more as beer consumers and less as a set of tits in a bikini top, emerging from a lake to bring the man in the ad a crisp, cold one.
Oddly enough, the “sexy-making” in the beer industry has seemed to revert back to the little guy, with craft brewers, especially in the UK, using sexual imagery and innuendo to gain attention for their products in a market that is becoming ever more saturated with competition.