Here’s an interesting angle coming from critics of the label for Deep Ellum Brewing Dallas Blonde. We’ve seen lots of labeling push the edge of the envelope with naming and slogans so This isn’t really news, but the reaction may be. Details from the NY Daily News:
Deep Ellum Brewing Co. is under fire for its controversial promo campaign to mark the alcoholic brew's first birthday.
Critics say bosses are relying on "rape culture," with the catchphrase and logo of a doll wearing a blond wig to sell the product.
Brewery owner John Reardon confessed to the Dallas Observer that there had been some negative responses to the campaign.
But he denied claims his firm was promoting "rape culture."
"We knew the play on words there. (But) we're not saying that all blonds go down easy," he said.
"If there are women out there who are offended, then we should apologize," he added.
And this reply from Deep Ellum:
If you’re just tuning in, DEBC has been catching some serious flack this week for the use of the phrase “Goes Down Easy” to market its Dallas Blonde beer. It all started when we posted the following photo to facebook…
It’s a picture of a delivery van adorning the phrase “Goes Down Easy” next to a can of Dallas Blonde. The phrase, in its literal sense, is meant to describe the easy drinking nature of the beer.
The uproar came after this post pointed to the phrase being sexist and promoting rape culture. Like, really? Then, there were some follow up posts, which led to some inappropriate name calling on twitter.
Sorry for that, but…
If you were being an asshole, got called an asshole, then accept being an asshole and move on. For the few who were trying to have a productive conversation, I apologize for getting caught up in the moment. I appreciate your comments.
I saw every critic of this campaign as if they were likening it to rape culture. It took a minute, but I then began to realize that some people were just offended by the joke. That I can understand.
As we’re all adults (if not, you should have already been directed here), let’s go ahead and bring the innuendo front and center – it’s a literal description of the beer with a blowjob joke. A double entendre. And yes, I find that funny.
What’s not funny is how that’s been interpreted to promoting rape culture. If anyone is to blame for promoting such thoughts, it should be those interpreting the phrase to that level. Shame on you.
The initial post likened our joke to a Belvedere ad, showing a disheveled woman with the phrase “Unlike some people, Belvedere always goes down smoothly.” I can agree that this was going too far.
But, if you somehow link all oral sex to violence against women, the problem might lay with you.
You have a choice in the way you perceive this campaign. It can be seen in its literal sense, you can choose to see the innuendo, or you can fly off the deep end and call it rape culture. But those are your thoughts, and your thoughts only, to own.
What’s even less funny is how these “sexist” attacks have carried over into our Cans For Cans campaign, which is raising awareness and money to fight breast cancer.
Sophia had this to say…
Sorry you feel that way Sofia, and sorry for your loss, but the person who started Foundation 56 lost his mother to cancer. I’m sure she would have gladly given up a can, a boob, a tata, tit, or whatever it took to save her life. I know her son would, and I applaud him for the work he’s done.
So, if the number one defense against breast cancer is early detection, why are two out of three women left undiagnosed? Why are so many women still dying from this disease?
We chose Foundation 56 because it’s a street level organization that is fighting this battle on the front line. They have a traveling clinic that gives free mammogram screenings, yet is only capable of 17 per day. If we can be the catalyst for a second clinic, then we’ve done our part.
This campaign has also been called “sexist capitalism.” As we’re a small manufacturer, not even two years old, one dollar per six-pack is our profit. If more Companies chose to give away their profit for these issues, then we’d all be in a better place.
As a Company, we’ve chosen to be involved in these issues because that’s what we believe community based businesses should do. And that’s not always an easy choice.
Next month, I’ll be supporting a creepy stache in hopes to raise awareness for prostate cancer. And if I ever find myself lying in a bed, dying from such a disease, you can call my prostate, or even my testicles, whatever the hell you want. It’s called awareness month for a reason.
While I strongly reject the notion that this campaign promotes rape culture, I do admit the double entendre. Unfortunately, double entendres are only funny when they’re out of the spotlight.
With that, I’ll be removing the slogan from the van. Putting it on a can is one thing, but on the side of a van, where it’s impossible to ignore, is another issue entirely.
To those who have been offended by this glorified blowjob joke, I am sorry. Lesson learned.
To those who have likened this to rape culture or tried to cheapen this to just some sexist asshole trying to sell beer, shame on you.
Just as we don’t need cheap tricks to sell our beer, you don’t need cheap tricks to push your agenda.
“Be the change you wish to see in this world” – Mahatma Ghandi
Cheers.
POSTED BY JOHN REARDON (OWNER)
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