BrewDog Cardiff

Brewdog’s Pink IPA Leads to Sexual Discrimination Lawsuit by Beer Guy | Eater London

"A Cardiff outlet of the craft-brewery chain launched a gendered rebrand of its best-selling Punk IPA as 'Pink IPA'—marketed with the tagline 'beer for girls' and a temporary pricing scheme of £4 for those identifying as female and £5 for men—to draw attention to the 20% gender pay gap. Critics called the change superficial and cynical, arguing the beer differed only in name and color scheme rather than in substance. The promotion sparked a high-profile discrimination case after Dr Thomas Bower was initially refused service for being a man, felt forced to identify as female to secure the discounted pint, and subsequently sued; District Judge Phillips found in his favor, noting the humiliation he experienced. The incident turned an awareness stunt into a legal controversy that highlighted both the campaign’s intentions and its poorly judged execution." - James Hansen