Recently, the Deep Ellum Brewery introduced their "Dallas Blonde Ale." Dallas Blonde is a comparatively easy to drink hoppy brew. Given their self-proclaimed drinkability advantage, Deep Ellum chose "Goes Down Easy" as the Dallas Blonde's slogan:
What does it mean to be a Dallas Blonde? Sounds like a
loaded question. So load it up we did, with citrusy and floral American hops, Pale, Vienna and Wheat malts. Yielding a delicately balanced, and shimmering golden ale.
To us, it just goes down easy.
On cue, enter the Burnt Orange Report:[Author's note: "Sounds like a loaded question" is defensive; if Cahnman's Musings were in charge of Dallas Blonde's marketing campaign we would have called it "hoppy with a taste for Tony Romo."]
Plus this follow up post:
by: Genevieve Cato
Fri Oct 11, 2013 at 03:00 PM CDT
Dallas-based Deep Ellum Brewery revealed a new promotional van for their Dallas Blonde Ale on facebook this past week.
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?
But, the point of the concept of rape culture is to examine the parts of our culture that play in to the continuing incidence of sexual assault. One aspect of this is the reinforcement of men's entitlement to women's bodies and their attention. Whether it is Belvedere saying that their vodka is better than women because it "always goes down easy," a bar in Brooklyn proclaiming that all beer is better than women for the same reason, or a Texan craft brewery attempting to sell you their blonde ale by asserting that at least this blonde will "go down easy," we are all supposed to be in on this little inside joke. When those pesky ladies exercise their right not to want to engage in sexual activity, at least you can count on your beer.Cahnman's Musings does not find the slogan "goes down easy" clever or funny, but since it gave the feminists a hot flash, we encourage readers to support Deep Ellum Brewery....
The attitude I encountered in this response and others was incredibly familiar. "Some" women, Reitz and Reardon acknowledge, might be "offended" by this playful marketing ploy. If it is only "some" women who are simply "offended," as opposed to craft beer consumers expressing a specific, well-founded critique of the decisions made by the brewery in marketing their product, then it is much easier to dismiss.
When the bloggers over at Bitch Beer brought up the objectification of women in advertising by craft breweries, the response to their detailed and well-researched argument was not much better. Lady beer drinkers just need to lighten up, OK?
Cahnman's Musings encourages readers to tweet support to the following organizations:
- Deep Ellum Brewing Company:@deepellumbrewco
- ABC affiliate WFAA: @wfaachannel8
- Wayne Slater of the Dallas Morning News: @WayneSlater
- Glenn Beck: @glennbeck
- Greta van Sustren of Fox News: @gretawire