We at GLAMOUR HQ have been *dying* to share this secret with you for a very long time: the GLAMOUR Women of the Year Awards are making an IRL comeback for the first time in five years! On 8th November, we’ll be celebrating the game-changing women from the worlds of fashion, sport, tech, justice and more, who dedicate their lives to smashing the glass ceiling and making the world a better, more equal place for all women.
So to help make the biggest night of the year happen, we teamed up with Peroni Nastro Azzurro – a brand built on fostering a culture of inclusion – who through our partnership, have actually taught us a lot about the sometimes sexist misconceptions that still surround women and beer. For too long, beer has been viewed as ‘man’s drink’, and you know we at GLAMOUR cannot stand gender norms. That’s why we’re on a mission with Peroni Nastro Azzurro to reclaim the female voice in the conversation around beer.
Not only is the idea that beer is a male-skewed drink factually incorrect (*43% of Peroni Nastro Azzurro drinkers are women), it’s also not historically accurate. In fact, the beer we love to drink today would not have been possible without women. Throughout history and in cultures across the world, it’s women who have been traditionally responsible for brewing beer. From the Sumerian women of Mesopotamia – for whom brewing was a rare opportunity to earn a living in a heavily patriarchal society – to the women of Medieval England whose job it was to sample ales, women have been integral to the brewing industry pretty much since civilisation began.
Fast forward to now, and beer is still often viewed as a ‘man’s drink’, with one study finding that male-oriented advertising and the fear of being ‘judged by others’ are some of the biggest barriers to women drinking beer. But thankfully, brands like Peroni Nastro Azzurro are addressing these gender stereotypes. Brewed to its original recipe in Italy since 1963, Peroni Nastro Azzurro doesn’t just embody Italian style, passion and flair, but prides itself on being an inclusive beer for all. From putting women front and centre in their advertising campaigns, to teaming up with organisations to host events that empower women (just like GLAMOUR and Peroni Nastro Azzurro’s International Women’s Day pub quiz back in March), Peroni Nastro Azzurro is on a mission to highlight that lager is loved by women just as much as men.
So, we say it’s time the narrative around beer shifted to include women once again. Because it’s clear that we don’t just love the stuff, but we practically invented it, too.
The GLAMOUR Women of the Year Awards, in partnership with Peroni Nastro Azzurro, will take place on Tuesday 8th November. Stay tuned for more information, and for the next in our three-part Women of the Year article series landing in September.
Please drink responsibly. Visit drinkaware.co.uk for the facts.
*Stat according to BrandVue, January 2022
