Deep Ellum Says its Blonde Brew "Goes Down Easy," and Some People Are Offended

Categories: Brews News

DEBCBlondesInCans.jpg
Deep Ellum Brewing Company has had a reputation for aggressive, big-bodied beers since they opened in 2011. Their IPA is an incredibly hoppy brew, and the Double Rye IPA is an all-out Dream Crusher. Most beer companies have some fun with their labels, but recently Burnt Orange Report, Texas' largest political blog, says DEBC took things too far.

Dallas Blonde is an American Blonde Ale that "goes down easy," if you believe what the can tells you. Taken in the context of their aggressively flavored beers, the message can be interpreted quite literally -- the beer is comparatively smooth. But add the creepy doll with a blonde wig and things start to get a little uncomfortable, according to Genevieve Cato, who writes for BOR. Put the image on a massive hot-pink van, she says, and a line has been crossed.

Cato says she'd seen the label before on a can she indulged at a house party but didn't pay much attention to it. When she encountered the van on DEBC's Facebook page, it was harder to ignore. Cato says she didn't interview a representative from the Brewery, but claims the marketing makes use of "rape culture" and is insensitive considering the role alcohol can play in sexual assault. Not to mention it's a little one-dimensional. "It's not very creative advertising."

John Reardon, who owns DEBC and has read the BOR article, says he thinks the rape culture claim went too far. "We knew the play on words there," he says, but hedges that the Dallas Blonde beer was meant to be fun. "We're not saying that all blondes go down easy," he adds, pointing out that many beer manufacturers openly objectify women in their ads.

Still, he acknowledges that he's gotten some negative feedback, which he says he's addressed by email. He also says he's trying to determine the best way to respond to Cato's article. "If there are women out there who are offended, then we should apologize," he says.

Clearly some are, but it's not clear to Reardon if those who are upset with his marketing represent are a sizable group with a legitimate gripe, or a small minority trying to give him a headache. "Everything we've ever done has been pushed back on in some way or form," he says. So instead of trying to determine the merit of the marketing on his own, he's planning on using an Internet survey on the brewery's blog to measure customer reaction.

If enough people are upset Reardon says he will drop the marketing. If not Dallas Blonde (the beer) will will continue to go down as easy as ever.

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19 comments
JustSaying
JustSaying

blah blah rape culture blah blah patriarchy blah blah white chick that feels empowered by calling white men "white". Everyone should have a beer. Just not this one because the DEBC Double Brown Stout is much better. And I hope that doesn't offend any brown people.

doublecheese
doublecheese

"Goes down easy" is the opposite of rape.  I might buy it if the label said "Goes down, puts up a fight".

Travis_Rex
Travis_Rex

The problem is that this woman wants to equate everything that might be considered sexist with being part of "rape culture". This term apparently is only defined by those that are also offended by everything that the PC gender police find offensive. One is surprised that the Deep Ellum Brewery's donation of a dollar a six pack this month to the Bradie James Foundation has gone unscathed. Cans For Cans is surely sexist AND a part of the "rape culture" according to this woman. Sexism is everywhere in our culture and it isn't always a bad thing.

ChrisYu
ChrisYu

look if it upsets people try these slogans    

The Whore of Beers

Tastes Great, Chest Filling

Find Your Bitch     

lankyw
lankyw

Now, I want one and do not drink.

JustSaying
JustSaying

The color scheme of the can is the only thing that offended me. When I first saw it at my local Krogers I thought that it was one of those lemonade flavored malt liquor drinks.

TexMarine
TexMarine

Since when did we add an "e" to "Rap Culture"?

danmtz
danmtz

There was a dude who also commented about this on their Facebook going on about having a daughter and saying he would drink other local beers, while trying to get the Plano Central Market to pull it off their shelf. Seriously...

ThreeOranges
ThreeOranges

Cato is engaging in "slut shaming," which means that she's the one contributing to rape culture.

localguy1978
localguy1978

You lost me at rape culture.  Seriously, that's a big stretch.  Get a sense of humor.

mbcez
mbcez

blah, ignore the drama queens, people like her will find something to complain about every day of their lives.  Its a mildly funny slogan, and of course maybe mildly offensive to a few blondes, but who cares blonde jokes aren't anything new.

Her claims of rape culture are completely reaching WAY OUT THERE! To even draw a line to your beer playing a miniscule roll is ridiculous.  I bet she blames TV for most of childrens problems today when she's not busy with this.

J_A_
J_A_

Dallas blondes go down easy. It's funny

Jake_Stone
Jake_Stone

How very miserable it must be to live in that world that Genevieve Cato and others like her inhabit. I wish them well.

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