Friday, June 14, 2013 , Updated 12:00 p.m., June 26, 2013
Deep Ellum Brewing Co.’s ladies night: Progressive idea or patronizing marketing ploy?
Do we really want to be treated like divas?
DEEP ELLUM If we'd known you could crack the glass ceiling by cracking a cold one, women might have started drinking beer a long time ago.
Just kidding. Tons of us sporting double-x chromosomes discovered beer -- and more specifically, craft beer -- ages ago. But, Deep Ellum Brewing Company is reaching out to ladies on June 26 with a special tour and beer school for women only. So many questions.
Let's get this out of the way: When it comes to my own identity, equality matters to me; gender not so much. Woman-specific products and events don't often appeal to me.
I appreciate what DEBC is doing. Perhaps plenty of people are interested in craft beer but feel intimidated or even blocked out by the established culture. That's reasonable. And, it's always cool to create safe spaces. But, as an avid supporter of local microbreweries, I have never felt unwelcome or uninitiated. I carouse undeterred with my "boys." (Some of whom happen to be named Megan and Jessica.)
Deep Ellum's Ladies Night is hosted by blogger The Dallas Diva, who knows a thing-or-50 about solid eats and drinks. And, the no doubt informative beer school will feature pairings with selections from Whole Foods. Check and check.
But, when one of your flagship products -- the Dallas Blonde -- is imprinted, right on the can, with the slogan "Goes down easy," I'm finding it hard to believe that this is about creating comfortable spaces in an otherwise male-dominated crowd so much as a cynical marketing ploy wrapped in a hot pink flyer featuring diamonds, stars, and a tiara.
I think I'll stick with my Peticolas "boy" blue.
I recognize that my predilections aren't universal. I've certainly enjoyed my share of DEBC beers. And, Tait Lifto, DEBC "brand and sales ninja" who is organizing this event, has always been a reliable and eager source, whether I have been dealing with DEBC professionally or just visiting the brewery as a beer lover. Those more enticed by the idea of a "ladies night" can (and should) check out the event on June 26, starting at 6:30 p.m. It's $15 for the tour, beer school, samples, and pairings. If you're into craft beer, but not gender labels, check out Recycle Revolution's 2013 Earth Day After Party, where DEBC will be handing out free beer, while supplies last, following Saturday's brewery tour.
I'm unconvinced that DEBC's Ladies' Night will truly "break down barriers," as its flyer suggests, but I'm prepared to eat (drink?) my words. What do you think?
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