Launching The World’s Most Illegal Beer
New pale ale sends a message in a bottle by breaking laws still active in over 50 countries – just because it was made by women.
The challenge: Did you know that… in over 50 countries around the world, it’s illegal for women to take part in vital elements of the brewing process? There are outdated, sexist laws hidden in legal systems worldwide. It’s a harsh reminder that gender inequality is still a live issue in 2024, and that women are still denied the same professional and personal freedoms as men. This needs to change.
The campaign: We worked with the independent - and proudly feminist - craft beer brand Muschicraft and Berlin creative agency HeimatTBWA\ to spotlight sexist laws in an eye-catching (and thirst-quenching) way by launching a message in a bottle. We helped brew up a PR campaign about a new pale ale with a big idea - and the goal of getting people talking about the important things in life… like craft beer and gender equality.
The results: So we broke some outdated laws, and then we broke the news on March 8, 2024. It quickly made headlines in Germany and around the world, getting serious attention and features in leading newspapers, magazines, business media, food and beverage titles, creative press and even… wait for it: Playboy.
To date we’re still seeing new coverage and interest pop up - and so far we amassed 57 articles, reaching an estimated 1.4 million beer drinkers - with an incredible total audience of over a billion.
But perhaps most poignantly the awesome female founder, Sophie, is sending a ‘thirsty protest’ to ministers and legislative bodies in countries with prohibitive laws to drive change, by sending beer.
Watch her message to lawmakers, here.
