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Wild Card’s Jaega Wise
Britain’s Society of Independent Brewers (SIBA) has pledged to put discrimination at the top of its agenda as the industry body plans to introduce new guidelines against sexist beer advertising.
According to the Drinks Business, SIBA has confirmed plans in development for a Marketing Code of Practice that the United Kingdom-based trade organization hopes will “give further guidance to breweries” on how best to advertise their products, as industry leaders strive to make the sector more inclusive.
SIBA will also be holding a panel discussion addressing such issues at BeerX, the group’s big trade show which is taking place in Liverpool next month.
Chaired by SIBA director Carolyn Uphill, the BeerX seminar is entitled “Marketing beer responsibly – Sexism, discrimination and branding in the beer industry. And members are being “strongly urged to attend and contribute their thoughts and opinions on this important issue.”
Jaega Wise, head brewer of Wild Card Brewery and SIBA’s newly elected South East director, who has been championing this initiative, will join a panel of industry leaders to discuss this growing cause célèbre.
Wise, who has been outspoken in her opposition to institutionalized sexism in the beer industry, has already called for a ban to overtly sexualized beer labeling at festivals organized by SIBA and the Campaign for Real Ale (CAMRA).
Speaking at the Brewers Congress in London last November, Wise targeted three strategies for improving the status of women in the beer industry in 2018, including banning sexist beer labels, stricter advertising standards and a call for more information about female brewers.
