Controversy has been brewing around the use of the slogan “Everybody likes a Dirty Blonde from Dartmouth”, a slogan used by Nine Locks Brewery for their beer which is called Dirty Blonde.
People have criticized the campaign for being misogynistic and many breweries have banded together to show their opposition.
Firkensteins, a brewery in Bridgewater is one of the breweries to come out against the campaign. Co-owner of Firkinsteins, Adam Serdy says he is surprised no one realized the campaign was offensive.
“You’re saying the beer is like a girl, like come get it. If you don’t see how that can be offensive well then I don’t know.”
Firkinsteins is joined by 17 other breweries who penned a letter to the Craft Brewers Association of Nova Scotia (CBANS) urging them to step in against cases of misogynistic and sexist marketing.
Serdy did say he is concerned about the growing impact political correctness plays on things like marketing.
Billboards and marketing material containing the controversial slogan have been taken down, but the President of Nine Locks, Shaun O’Hearn says they do not plan to change the name.
The beer remains on NSLC shelves for now. The slogan could jeopardize that as an NSLC policy states “all beverage alcohol and cannabis advertising must refrain from using offensive language, such as racial slurs, misogynistic language, anti-LGBTQ+ and so on.”
The NSLC has contacted CBANS to discuss their concerns.
