Time called on beer with Dizzy Blonde pin-up after backlash
THE Second World War-style pin-up Dizzy Blonde has been dropped by a brewery in the wake of the Metoo campaign.
A scantily clad blonde character has featured on pump clips and bottles – as well as key rings and T-shirts – since the popular ale was first brewed 10 years ago. But family-owned Robinsons Brewery has faced “vociferous criticism” on social media following the launch of the Metoo movement.
The Stockport-based company, which celebrates its 180th anniversary in September, said it was “actively involving customers and consumers in design options” to change the image of the “zesty ale”.
David Bremner, the marketing director, said: “The current label was designed in homage to the classic Forties Memphis Belle-style pin-up ‘nose art’ of wartime aircraft, which was so iconic of the era. However, in the wake of the Metoo movement and the backlash against sexual harassment and abuse, Dizzy Blonde has been the focal point of the sexism debate in the beer industry. Despite the fact Dizzy Blonde is a much-loved brand, we don’t have our heads in the sand. It is time to acknowledge that the presentation is not universally accepted by a society that strives for, and celebrates, equality.
“The last thing we’re looking to do is cause offence or marginalise anyone. From our female pioneer, Emma Robinson, who owned the brewery ‘lock, stock, and barrel’ after her husband and founder Frederic died in 1890, to female workers who kept the beer flowing during the war years, we have a history of strong women at Robinsons.”
Both the Campaign for Real Ale, and the Society of Independent Brewers, have attacked “sexist” names and labels for beer.