Radio personality Dineo Ranaka turned up the heat on social media and addressed one of society’s prominent stereotypes – that beer is only for men. This conversation has spread like wild fire and women across the country are sharing their opinions with regards to the social misinterpretation that they shouldn’t drink beer with the hashtag #HoldMyBeer.
So last night was interesting. I posted a pic of me having a beer and got a lot of negative response. Surely in 2018 women can choose their own drinks? What are your thoughts? #holdmybeer #internationalwomensday pic.twitter.com/FtuzU2q3vy
— #DineoOnDecks (@dineoranaka) March 8, 2018
Castle Lite has been following the conversation and the team took a long hard look at the role they might have played in making females feel so excluded.
Over the years, Castle Lite advertising has heroe’d men and diminished the role of women, even potentially objectifying them. It is time to apologise for this and take a strong stance to change how the brand portrays women and shape the correct cultural norms. The brand believes all people should be able to choose what they want – from their careers straight through to their drinks – regardless of their gender.
#HoldMyBeer has been trending all day after @dineoranaka opened up the conversation that women are still judged on their choices. Interestingly @castlelitesa has issued an apology to women, as they claim beer advertising has been largely to blame for stereotyping 👏🏿👏🏿 https://t.co/LyvZHXSCbx
— Masechaba Ndlovu (@MasechabaNdlovu) March 8, 2018
— Khutso Theℓedi (@KhutsoTheledi) March 8, 2018
“We at Castle Lite recognise that women are not accessories to men – they sit at the corporate board table and the pub too. Our ads and communications will never again degrade or objectify women. We celebrate the more than 1 million women who drink Castle Lite and will treat them with the respect they deserve in all of our brand communications moving forward.“ – Becky Opdyke, Castle Lite Brand Director.
Castle Lite takes ownership and would like to apologise to the women of the continent (please see video below):
#HoldMyBeer pushed us to take a long hard look at the role we play in shaping cultural norms. From now #CastleLite promises to be better, to stop the exclusion & unlock more inclusion because women should do anything, be anything, drink anything. #InternationalWomensDay pic.twitter.com/fIr34SAERX
— CastleLiteSA (@castlelitesa) March 8, 2018
Happy International women’s day! LADIES – Hold YOUR beer with pride!