Gender and craft drinks

Abstract

While it is well established that alcohol consumption is a gendered practice, the supposedly more progressive ethos of the emerging craft drinks sector suggests the possibility for great gender equality. However, as a growing body of research shows, craft drinks cultures, and that of craft beer in particular, remain heavily gendered with a number of features working to establish and maintain both the consumption and production of craft drinks as a masculine domain. In relation to consumption, research shows that assumptions about tastes and style preferences are informed by gender stereotypes, whilst branding and marketing of craft drinks products have drawn heavily on sexist imagery. The physical spaces of craft drinks consumption, such as beer festivals, brewpubs and taprooms, are heavily masculinised spaces. Similarly, the production of craft drinks is framed with reference to masculinity and imagery and language used reinforces a gendered hierarchy where female workers in the sector receive less recognition and validation. However, recent changes are noted, with a range of both online and offline initiatives seeking to empower female workers in the craft drink sector whilst challenging entrenched sexist prejudices.