UNITED BREWERS ASSOCIATION | WHO SAYS BEER IS A MAN'S BEVERAGE? | 1962
A Question the Beer Industry Asked in 1962 / UNITED BREWERS ASSOCIATION "WHO SAYS BEER IS A MAN'S BEVERAGE?"
In 1962, an American beer industry association asked a simple question: "Who says beer is a man's beverage?" Behind that single line, you can sense a real intention to change the times.
The problem
In postwar America, the beer industry was working to expand how much beer people drank at home. Beer had long been seen as a drink for men at bars, and the industry wanted it to reach a much wider audience. It was in that climate that an industry association put out this question.
The idea
The title itself says it all: "WHO SAYS BEER IS A MAN'S BEVERAGE?" It's simple, a little provocative, and yet somehow gentle. It takes courage to question a rule someone else decided on.
Afterthought
It's worth thinking about what it meant to ask this question back in 1962. A line that sounds completely obvious today must have felt remarkably fresh at the time—or maybe, it came far too late. Imagining the mood of that era while watching the ad is part of what makes enjoying advertising so much fun.
Awards
- Cannes Lions Grand Prix 1962
