Hipster brewer: ‘It’s not sexism if it’s ironic’

The brewery chain popular with bearded MacBook owners, Brewdog, celebrated International Women’s Day today with a specially brewed “Beer For Girls”.

The pink-labelled “Pink IPA” raised eyebrows amongst women’s groups, who questioned whether it was an appropriate gesture to sit alongside the global protests against gender stereotyping, sexual violence and gender inequality.

Many commentators have suggested the company are trying to turn around a monumental, Prince-Phillip-sized faux-pas by suggesting it was ‘ironic’. Brewdog’s defence was that there was no better way to “have a dig at ‘lazy’ marketing campaigns” than with a similarly lazy marketing campaign.

It has been also suggested that Brewdog has cleverly extended the ‘ironic’ theme by making a joke that contains absolutely no humour. Their twitter account also used the hashtag “#sarcasm”, although it was yet unclear whether that too was irony.

Brian Neville, a Wetherspoon’s regular from Leicester, commented “Nice one Brewdog, next time the missus catches me calling her a fat b*tch under my breath, I’ll tell her I’m being ironic and that I intended it to be empowering. Job done!”