The giant beverage producer Ambev celebrates Women's Day (March 8) portraying the growing importance of women in the beer market
To celebrate Women's Day (March 8) the largest beverage company in the world, Ambev launched the manifesto film #CervejeiraSouEu, which portrays the growing importance of women in the beer market and also draws attention to a regrettable curiosity. Stay in, Coca Cola and Heineken make an agreement and the dispute with Ambev should intensify between the giant suppliers of alcoholic beverages.
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The manifesto film #CervejeiraSou is available on Ambev platforms, the commercial recalls a sad reality in internet search engines in relation to the genre of beer specialist.
It's simple: do a search with the term “brewery” and “brewery” in the Google. In the 1st case, men appear holding beers, in the process of making the drink, looking attentively at glasses, in front of tanks in a factory or something like that.
Now try putting the word “brewery” in the search, no woman appears, but dozens of appliances, mini fridges to cool the drink.
According to the Aurélio dictionary, “brewer” is a noun that means “beer maker or seller“. Cervejeira is the feminine of the word.
“I am a brewer”, says the Ambev film
“Beer is not an appliance. I am a brewer”, says the film, which recalls that “for thousands of years we women have been protagonists in the subject. There can be no other meaning, brewer is the woman who makes, understands and appreciates beer.”
As protagonists, the commercial highlights three women from Ambev's staff: Bianca Zuppardo, Vivianne Nascimento and Mariane Felix. The company informs that 50% of the group's master brewers are women.
The commercial proposes that more and more women post on social networks using the hashtag #CervejeiraSouEu to start changing the reality of search engines.
The debate on gender equality has gained more and more urgency within companies, and it is no different in the beer industry and at Ambev. “Today, master brewers represent 50% of the staff of specialists in production processes. We want the market as a whole to see gender equality as a priority as well. Therefore, this movement appears as an awakening”, says Laura Aguiar, brewmaster and responsible for Ambev's Brewing knowledge and culture area.
