Sexist beer marketing does not use a set of recognisable aesthetics. It deploys a set of recognisable narratives, and it originates in recognisable contexts. Men owe it to women to learn to read these narratives critically and acknowledge, and seek to change, the context in which they are produced and consumed. This post includes sexual content.
Wondering why Munich isn’t awash with Mango-Juice Double IPA, Espresso Coffee and Vanilla Stout, or Arugula Brett-Spiked Saison, is like complaining that the Italian Alps don’t look like the Cotswolds, or that the Vietnamese don’t eat roast beef and Yorkshire pudding.
With the Oktoberfest on the horizon, I consider the birth of Mӓrzen and Hell at the festival, explore Munich beer offerings away from the Theresienwiese, and pay tribute to Georg Schneider, patron saint of Weiβbier.
The Reichsparteitage schedule of drinking, communal singing, political speeches and celebration of the Volksgemeinschaft was an amplified version of an evening in Munich’s beerhalls in the 1920s and 30s.