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The Beverage Giant Ambev Celebrates International Women’s Day (March 8) Highlighting Women’s Growing Importance in the Brewing Market
To celebrate International Women’s Day (March 8), the world’s largest beverage company, Ambev, launched the manifesto film #CervejeiraSouEu, which portrays the growing importance of women in the brewing market and also draws attention to a regrettable curiosity. Stay informed, Coca Cola and Heineken Strike Deal, Competition with Ambev is Set to Intensify Among the Giants Supplying Alcoholic Beverages.
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The manifesto film #CervejeiraSou is available on Ambev’s platforms, reminding us of a sad reality in internet search mechanisms regarding the gender of beer specialists.
It’s simple: just search for the terms “cervejeiro” and “cervejeira” on Google. In the first case, men holding beers appear, in the process of making the beverage, looking intently at glasses, in front of tanks in a factory or something like that.
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Now try putting the word “cervejeira” in the search; no women appear, just dozens of appliances, mini-refrigerators to cool the drink.
According to the Aurélio Dictionary, “cervejeiro” is a noun that means “beer maker or seller“. Cervejeira is the feminine form of the word.
“Cervejeira sou eu,” says the Ambev Film
“Cervejeira is not an appliance. Cervejeira is me,” says the film, which reminds us that “for thousands of years women have been the protagonists in this matter. There can be no other meaning, cervejeira is the woman who makes, understands, and appreciates beer.”
As protagonists, the commercial features three women from Ambev’s staff: Bianca Zuppardo, Vivianne Nascimento, and Mariane Felix. The company reports that 50% of the brewmasters in the group are women.
The commercial encourages more and more women to post on social media using the hashtag #CervejeiraSouEu to start changing the reality of search mechanisms.
The debate on gender equity has gained increasing urgency within companies, and the same applies to the brewing industry and Ambev. “Today, female brewers represent 50% of the pool of specialists in production processes. We want the market as a whole to see gender equity as a priority as well. Therefore, this movement emerges as a wake-up call,” says Laura Aguiar, brewmaster and head of Ambev’s brewing knowledge and culture area.
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