Beer is for Girls.
As a beer loving girl, I’ve often wondered why ultra fem ladies see a pint of beer as less glam than a glass of bubbles. What’s with the stigma around such a delicious beverage? And why does beer usually seem to be marketed towards men?
When I delved into the history of beer, I was surprised to learn it was pioneered by women. Back in ancient Egypt and Mesopotamia, the female masterminds behind brewing did their thing under the watchful eye of beer goddess Ninkasi. In Norse society and Medieval England, amazing women known as ‘brewsters’ and ‘alewives’ kept the hops flowing freely in homes, inns, and businesses.
Fast forward to now and you’d struggle to find women leading any major UK brewery. We can partly blame this shift on industrialisation. The rise of big machines and bulkier processes saw large-scale brewing rebranded as a ‘guy thing’ and women got nudged out of the beer scene.
In a society where women were once brewing powerhouses, it's mind-boggling how we arrived at the stereotype that says beer is all about the boys. The graphic images I’ve created were influenced by traditional illustrated alcohol posters for conventionally ‘girly’ drinks, like champagne and Martinis. My contemporary twist is to bring beer back into a modern girl’s world. Because BEER IS FOR GIRLS.
Photography - Jo Sidey
Retouch - Jo Sidey
Creative Direction - Jo Sidey
Graphics - Jo Sidey
Set Design - Jo Sidey
Hair & Make-Up Stylist - Chloe Gottlieb-Hunt
Wardrobe Stylist - Natasha Freeman
Digital Assistant (model days) - Grace Lund
Table Top Prop Stylist - Ambra Castelli
Lighting (model days) - Simon Patterson
Beer Stylist (Pink & Yellow Shots) - Jess McIntosh
Beer Stylist (Blue Shot) - Saskia Sidey
Talent - Anesu Noelle, Bettie Mood & Zelie Lockhart
Model Agent (Betty & Anesu) - Sandra Reynolds