A Welsh man took UK brewery BrewDog to court over a gender equality promotion that made him feel forced to identify as a woman in order to buy his favorite beer at a discounted price.
In March of 2018, Scotland-based brewery BrewDog swapped the blue label of its popular Punk IPA to a pink one and temporarily rebranded it as Pink IPA. The company described the move as an “overt parody on the failed, tone-deaf campaigns that some brands have attempted in order to attract women.” To get their point across even clearer, BrewDog decided to offer Pink IPA at a 20 percent discount to customers who identified as female for the few weeks that the beer was available. Little did they know that their sarcastic attempt at drawing attention to the gender pay gap would land them in legal trouble.
