Gender and craft drinks

While it is well established that alcohol consumption a gendered practice, the supposedly more progressive ethos of emerging craft drinks sector suggests possibility for great gender equality. However, as growing body research shows, cultures, and beer in particular, remain heavily with number features working to establish maintain both production masculine domain. In relation consumption, shows assumptions about tastes style preferences are informed by stereotypes, whilst branding marketing products have drawn on sexist imagery. The physical spaces such festivals, brewpubs taprooms, masculinised spaces. Similarly, framed reference masculinity imagery language used reinforces hierarchy where female workers receive less recognition validation. recent changes noted, range online offline initiatives seeking empower drink challenging entrenched prejudices.