BREWGOD: #METOO IPA
This is #METOO IPA . A splashy colourful canvas for real independent beer lovers and those genuinely wanting to 'smash the glass ceiling'. Here Ben Cowan has created in pop-art style a piece of satire to intrigue your friends. The veneer of marketing in acrylic paint slides off to reveal the patriarchy developing underneath.
'Smash the glass ceiling' is what James Watt, BREWDOG's marketing guru and founder, said when 'PINK IPA: Beer for girls' was launched on International Women's Day in 2019. This new beer, or rather Punk IPA re-packaged in pink for girls, did not rise and fly, so much as sink link a lead balloon. Understandably with a strong rejection from women, including many staff refusing to serve it to customers.
BREWDOG were chasing the pink dollar and failed; hence #METOO IPA. Expropriation for profit, when you peel back the veneer. Marketing is the greatest story ever told. Guaranteed to make you buy shit you don’t need with money you don’t have. We all need beer. But we don't like being lied to. :-)
Acrylic paint on digitally printed, on wrap around stretched canvas. Ready to hang with 'D' hooks. Dimensions 40cm x 40cm.