Vienna's Muschicraft Launches World's First Feminist Beer Defying Misogynistic Laws

ATAustria|

Muschicraft, a Vienna-based brewery, is making waves with its unique approach to beer production, branding its beverage as the world’s first feminist beer. Featuring a bottle label shaped like a vulva, the brewery seeks to challenge gender stereotypes that dominate the beer industry, which is primarily male-oriented.

Sophie Tschannett, the creator of Muschicraft, was inspired to blend art and activism during a bike ride along the Danube. Her friend's frustration over workplace gender discrimination ignited the concept of "muschicraft." After launching the beer in 2023, Tschannett aimed to create a product that appeals to women, transgender, and queer individuals, deviating from the traditional masculine marketing of beer.

The beer, a pale ale with a 5.2% alcohol content and notes of melon and grapefruit, donates part of its profits to feminist organizations such as Autonome Österreichische Frauenhäuser and Women for Women.

In a progressive move, Muschicraft has partnered with the Berlin brewery Vagabund to create “the most illegal beer,” which intentionally breaks misogynistic laws in 50 countries that restrict women's participation in alcohol production and associated tasks. Tschannett highlighted some outdated regulations, including a particularly absurd law from Wyoming prohibiting women from drinking within five feet of a bar.

Despite the innovative branding, Tschannett notes that the vulva image has garnered mixed reactions, indicating a continued societal discomfort with femininity in public representations. Her mission remains to normalize discussions around women's bodies and to assert that using a provocative design can spark important conversations about gender equality.

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