Essays, general essay

Somebody Out There Gets Mother’s Day Gifts. Finally.

Mother's Day Gifts,

The uKeg from GrowlerWerks

Two years ago, in this space, I wrote about how Mother’s Day Gifts basically suck. Or rather, how the advertising that goes on around Mother’s Day and Father’s Day tends to reinforce unfair gender stereotypes, with many of the gifts touted for moms largely being decorative or insubstantial or rigidly based on tired gender roles at home.

Please note – I have nothing against honoring Mothers or Fathers. I just think it’s really unfair that it’s assumed that what I want is a pastel-colored stand mixer just because I’m a woman. And if I admit that, yeah, a new stand mixer would be a nice gift, well, that’s just proving those assumptions right. Uh. No. Not even. Don’t go there.

Well, this year, I got a press release from a company that has finally figured out that moms really like craft beers, which is typically seen as a mostly guy thing. The company is called GrowlerWerks. Not surprisingly, they’re based in Portland, Oregon, and they make pressurized kegs, also known as growlers, that you can take to craft brewers and have them refill your keg with your favorite brew.

What’s really awesome about this, is that they’re targeting moms, at least for this month. They’re even featuring a woman brewer on their home page, and another woman (and mom) in the beer biz on another page. Nor is the keg all prettified or pinked up. Yeah, it’s an attractive keg, but what they’re touting is what the keg does for the beer.

This is advertising that doesn’t assume all women love beer. As it happens, I hate beer. But it’s acknowledging women and their unique contributions as our moms without dumbing us down or making it all about theĀ appearances or about the stereotypes tied to our gender. This is cool. Insanely cool.

I’m happy. Not that I want or need a pressurized keg but it nice to see someone marketing to women as we are. Now, when they start advertising stand mixers to Fathers, I’ll be really excited.

Anne Louise Bannon

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