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

JO SIDEY

JO SIDEY