SheLovesBeer, a movement originally founded by Hayley Slater in 2016, was born out of an idea to create partnerships that celebrate women and beer, showing them in a positive and uplifting way.
The original campaign, for National Women’s Day (9th August 2016), depicted real women in the beer industry playing on equal terms to men. And now, in celebration of International Women’s Day (8th March 2017), one of SheLovesBeer members, Eve Pennington, had the inspiration to bring together five brewers and five extraordinary women to collaborate on a custom made beer brewed especially for them.
Internationally beer brands resort to the sexualisation of women in their adverts to entice male customers, further alienating female beer lovers from an already male dominated industry.
TheSheLovesBeer Collectables campaign aims to create dialogue that challenges social bias, empowering more women to have confidence in their choices and show that you do not need to degrade women to sell beer.
‘By celebrating women and using them as the inspiration behind these beers, we hope to provide inspiration for all women, to honor themselves by defying unfair standards and acknowledge that each and every women should feel empowered to define herself’, says Slater.
SheLovesBeer have partnered with Havas Johannesburg, to craft the beautiful labels, showcasing each of the muses and brews, telling their stories and showing that ordinary women have the power to be their own heroes and change the conversation around women and beer.
Each of the below breweries collaborated with their inspirational muses on this project:
Agar’s Brewery brewed the Mamphudi Summer Ale for Refilwe Motau
Apollo Brewing Company brewed the Two Point Five Amber Ale for Fabrizia Delgi Esposti
Copperlake Brewing Company brewed the Starry Eyed Blonde for Sally Hatfield
Drifter Brewing Company brewed the Stoked Saison for Tasha Mentasti
Mad Giant Brewery brewed the Free Fall Spiced Wiess for Beverly Cosslett
R2 of each bottle sale is going towards a bursary aimed to create opportunities for women in the beer industry. The Collectables will be launched on 1st March 2017 in partnership with Beerhouse and League of Beers.