Outrage Pours In Over Pink Czech Lady Beer

The creator of a new brew for her says women are underserved on the market; critics say the beer is blatantly sexist

Elizabeth Zahradnicek-Haas

Written by Elizabeth Zahradnicek-Haas Published on 14.07.2017 11:45:14 (updated on 14.07.2017) Reading time: 2 minutes

He orders a water and you order a pint; nine times out of ten the order gets switched – as if the Czech waiter can’t possibly believe that any woman would want to sit there guzzling stout while her lightweight husband drinks water.

Czech entrepreneur Martina Šmírová has a solution for women like me who have faced this unfair scenario: the first Czech-brewed “Beer For Her.”

But not everyone is thrilled with the innovation which is facing enormous on-line backlash after its recent debut at an event in West Hampstead, London. 

Aurosa, born and brewed in castle Rychvald, in the eastern part of the country near Poland, is an unfiltered 11° semi-dark lager with a hint of Viennese malt, said to give it a unique light caramel touch.

Photo: Aurosa.cz
Photo: Aurosa.cz

Šmírová explains the concept behind her ladies-only brew, available in a pink box and marketed on a bed of roses, on the Aurosa site:

“Aurosa was born to prove that women can succeed anywhere without having to adapt and sacrifice their natural femininity. Women have been disregarded in the beer industry but owing to determination and faith in herself, Aurosa is set to redefine the perception of beer.”

A flood of outraged Tweets is saying otherwise, calling the product patronizing and a step backward in the fight for gender equality.

Twitter user Jonny Tyons: “@Aurosa_Official women already have a beer – it’s called ‘Beer’ ~40% of craft beer drinkers in USA are women! #beerforher #patronising”

Responding to the haters via a Facebook post yesterday, Šmírová argues she’s a trailblazer, not a sexist:

The pretty pivo has already been featured in a number of Czech glossies and was the subject of an Eater article, What It Means to be a Beer for Women, worth a read for its insights on the history of beverages for her and women in the brewing industry. 

We suggest picking up a bottle and giving it a try for yourself: Aurosa Czech Design Shop is located in Pohořelec 14 just above Prague Castle and also stocks objects from Czech artists. A 330ml bottle of Aurosa is 10 EUR (about 260 CZK).

Additional Prague stockists include La Cave D’Adrien, The Royal Theatre, and Vnitroblock.

I’m planning on picking up a few for my husband.

Would you like us to write about your business? Find out more