The eye-catching hot pink van sports the logo for their blonde ale with the assurance that this blonde “goes down easy.” This is not the first time this tired, sexist pun has been used to sell alcohol and it probably won't be the last.
But, shouldn't we expect more of our local Texas breweries than to rely on rape culture to sell their beer?
More on the van and the troubling use of rape culture in advertising below the jump.Belvedere was slammed for its use of a similar theme in ads that said, “Unlike some people, Belvedere always goes down smoothly.” The ad featured a woman who looked like she was in clear distress held by a man who seemed to be enjoying himself. More recently, Huffington Post reported the sign in Draft Barn, a bar in Brooklyn, that listed reasons beer was better than women (all of which were disgusting).
Deep Ellum's lazy use of this well-worn sexist comparison of women to alcohol is disappointing and insulting to their female customers, but it goes deeper than that. You need to look no further than the comments on their facebook picture to see the way advertising like this fuels the acceptability of rape culture in our society:
Goes down easy, in a van? Man, just like High School!
Doesn't she always?
She has an insatiable appetite.
As a craft brewery in Texas, Deep Ellum is already well situated to be profitable and popular amongst beer drinkers across the state. It is completely unacceptable, and unnecessary, for breweries to continue to use this kind of language to sell their products.