Mythology Of Beer

The Mythologies of Beer Beer consumption is a staple of cultures from all around the globe. It is the most consumed alcoholic beverage and among the most consumed overall in the world today. Beer has a long history, with origins that some speculate to go as far back as to the prehistoric nomads (Andrews). Its popularity as a beverage for social gatherings has played a large role in the formation of civilizations and industrialization. Even with the knowledge of the potential harmful effects, the culture of beer remains strong in many cultures. The simplicity of its base ingredient, which is any kind of fermented grain, allows for a commodity that can spread and adapt to different cultures. Yet despite its adaptability to different cultures, …show more content…
These studies are largely based on surveys that demonstrate a significant gap in the consumption of beer between genders. As recent as a Gallup poll from 2013 shows that 53 percent of men choose beer as their preferred alcoholic beverage while only 20 percent of women prefer it (U.S. Drinkers Divide). This discrepancy ultimately enables marketers to appeal to the bases of perceived masculine instincts, thus reinforcing the idea that beer is a “manly” beverage while drinks like wine or other cocktails are considered “feminine” drinks. Thus, the myths that are created by marketers enable the idea that beer consumption is closely interwoven with the identity of a straight male. These ideas are why stereotypes about what people should drink continue to endure. A man who does not enjoy the taste of beer would be perceived as more feminine due to these societal constructs. Ultimately, the myths of beer are often associated with patriarchal ideologies of …show more content…
The woman becomes just as much of an object as the beer bottle that equates her as being only useful to be consumed by a male consumer. Another example that received a lot of criticism recently was Bud Light’s slogan that said “the perfect beer for removing no from your vocabulary for the night” (Mulshine). It’s a slogan that pushes the threshold of taste and has been rightly called out by many critics. However, such an ad campaign still demonstrates the perceived myths of beer as an artifact for males to achieve their desires, even without consent. After the backlash, Bud Light renamed their campaign slogan to “up for whatever” which despite being worded differently, still retain some of the implications of its dropped slogan. It ultimately reinforces the patriarchal idea of male entitlement to whatever they want, where having a beer gives one an excuse to be able to do anything they