Booze with views

The second series of The Handmaid’s Tale is a challenging watch: to get through just one nerveracking episode, a stiff drink might well be in order. Yet one not-so-shrewd drinks manufacturer decided to go the (unwanted) extra mile and bring out a line of wines themed around the show – like a punchy pinot noir called Offred (see what they did there?) described as a wine to “honour Offred”, which will “stay with you long after you’ve finished your glass”, and a crisp white called Serena Joy.

Needless to say, after some consideration (and a smattering of backlash), the folks at Lot18. com decided to cancel the range entirely. Blessed be the fruit.

It seems that they are not alone when it comes to the totally crass politicising of an alcoholic beverage. A particularly tasteless Novichok vodka has been doing the rounds this week. Bristol Dry Gin micro distillery was forced to apologise after promoting its limited “Novichok Edition” spirit: “Set at 75%, this smooth drinking spirit is no laughing matter,” they said. They’re absolutely right.

Less overtly offensive, but just as poorly pitched, was Brewdog’s attempt to capitalise on International Women’s Day this year, with Pink IPA. Yes, you guessed it, “Beer for Girls” was the tag-line. It was wellintentioned, with the launch coming with a promise to donate 20 per cent of profits to a STEM charity furthering women’s education. But any goodwill was somewhat eclipsed by discussions about gender stereotypes and branding.

The message is simple: stick to getting us joyfully tipsy while we delight in this hot, sportfilled summer. Don’t try to feed us political messages while you’re at it.