BrewDog has released a new beer, dubbed Beer for Girls, in a bid to targeting gender pay inequality and sexist marketing.

It’s the brewery’s “clarion call”calling to close the gender pay gap in the UK and around the world and to expose sexist marketing to women, particularly within the beer industry. 

The beer itself is BrewDog’s Punk IPA but packaged in pink, something the brewery explained was a “send-up” of the lazy marketing efforts targeting the female market.

The beer will be sold will also be serving the beer at 20% cheaper in BrewDog’s bars to those whoidentify as women.

For four weeks from today, BrewDog will be also be donating 20% of its proceeds from bottled Pink IPA and Punk IPA to causes that fight against gender inequality.

Sarah Warman, BrewDog’s global head of marketing, added: “The fact that the gender pay gap is still an issue in 2018 shows that a lot of lip service is being paid, but not enough action is being taken to tackle inequality.

We want to accelerate change by empowering more women to make their voices heard and calling out industries and employees that need to do more. With Pink IPA, we are making a statement the only way we know how – with beer.

“Women make up a small but growing percentage of my peers within the beer industry, and with Pink IPA we are hoping to welcome more people who identify as female into craft beer.

It’s an incredible industry to be a part of, and the more women we can get working behind the bar, the more women we can hope to see the other side of it.”