For decades, our televisions told us that men drank beer, women drank wine, and that’s just the way the world was. Beer commercials, even when they’re not overtly objectifying women, often still truck in mundane male fantasy: dudes sharing brews with their bros on game day, hanging out over the grill or golfing.
Wine, meanwhile, is often sold as Mommy Juice to stressed-out ladies who escape the suburban carpool grind with slugs from labels such as Little Black Dress and Skinnygirl.
And White Claw has a different approach:
There’s football — not on a bar TV but rather a co-ed game being played outdoors. Women might be shown in tightfitting clothes, but it’s athletic gear or just regular beachwear, and the models look strong and fit instead of seductive.
That’s entirely intentional, says Sanjiv Gajiwala, vice president of marketing for White Claw. When the brand launched in 2016, the idea behind it was that the traditional worlds depicted in beverage marketing had pretty much gone extinct. White Claw would be the drink of the new gender norms, of the kinds of “group hangs” that define young people’s social lives. “It wasn’t a world where guys got together in a basement and drank beer and women were off doing something else, drinking with their girlfriends,” Gajiwala said. “Whatever we put out creatively and how we positioned the brand really reflects that everyone hangs out together all the time.”
This gets at two issues:
- How products market themselves. On one hand, they can target particular segments of the consuming public. This can help drive sales. On the other hand, that specific approach could alienate other consumers who would not consider the product. This reminds me of a possibly apocryphal quote from Michael Jordan that “Republicans buy sneakers, too.” Pitch one product to men and a similar product to women for decades and there may not be much overlap in consumers.
- The gendered nature of suburban life. The stereotypes suggested above date back decades where men would participate in leisure activities, like grilling and golfing, with other men and women would stay inside, care for the children and home, and drink. The female dissatisfaction with suburbia helped kick off the women’s movement and even Marge Simpson ran into similar trouble.
If White Claw is appealing to a new generation and new norms, does this mean gendered life in the suburbs has changed? More men are drinking wine and women are grilling more? Or, are suburban gatherings all together different as suggested above: “group hangs” where friends and family mingle? (Or, are these “group hangs” more for single folk or kidless folk in urban or surban environments?)