• Petitioned Newcastle Brown Ale

This petition was delivered to:

Newcastle Brown Ale
Heineken USA
Tara Carraro
Mike Densmore

Pull Sexist “Brewmaster” Commercial!

    1. Petition by

      Ms. Magazine

Assuming that sexism is the only way to sell beer is insulting to women AND beer drinkers (and the many of us who are both.)

So we were disappointed to see Newcastle Brown Ale's new “Brewer” commercial, currently being broadcast throughout the U.K.

The camera follows a pair of hands brewing beer, leading up to the punchline: "Why do we focus so much on our brewmaster's hands? Because she is not an attractive woman."

Newcastle's ad company, Draoga5, calls the commercial a “no-nonsense” pitch to customers that the Newcastle Ale brand is good humored, reliable and consistent.

But if the brewmaster were a man, the joke would fall flat—because it relies on two sexist notions: That brewmasters are men (hence the surprise factor) and that an "ugly" woman is inherently hilarious.

It’s especially troubling that the target is a woman in a male-dominated industry. The extremely dated stereotype that such women are “not attractive” is a way to keep boys’ clubs intact. Criticizing a professional woman’s appearance is used to trivialize women in both politics and in business. It’s one way that the glass ceiling is enforced and the advancement of women is thwarted.

Join us in speaking out against sexist advertising that has damaging effects on women in the workplace! Tell Newcastle, its parent company Heineken International, and agency Droga5 to pull this campaign and issue an apology!

Newcastle Brown Ale, Newcastle
Tara Carraro, Heineken USA
Mike Densmore, Droga5
Assuming that sexism is the only way to sell beer is insulting to women and beer drinkers (and many of us are both.) Please discontinue your "Brewmaster" ad and issue an apology.


[Your name]

Recent signatures


    1. Reached 250 signatures


    Reasons for signing

    • Alexandra Eldridge LINCOLNTON, NC
      • over 2 years ago

      As a female fan of Newcastle Ale, I was horrified by that "punchline". Humorous, no! Rude, very!!

      • over 2 years ago

      Men in beer commercials are not required to be attractive, most of them aren't!

      Comedy Central & other networks should be pressured yo STOP showing this & all other sexist ads. They'd never even show a racist ad, but the dehumanization of women is still okay according to the sellers, ad makers, networks that show them. SICK OF IT!

    • Gloria Bunh CHULA VISTA, CA
      • over 2 years ago

      How dare you insult you own female employe and if you did that only for fun. I not laughing but I do drink beer. I will not be drinking your beer if you think making a joke out of a woman is ok to sell beer. Do not think we are not listening or care. We care!

    • Getta Life NEW CASTLE, PA
      • over 2 years ago

      Because if it had been a man it would still be funny, but making it a woman makes it funnier, and a little humor goes a long way.

    • Leslie Berliant SANTA MONICA, CA
      • over 2 years ago

      I was sitting with my 18 year old daughter when this horrible commercial came on. I wish the execs at Newcastle could have seen the look on her face. This is how we talk about women in this culture in 2012? ENOUGH!


    Develop your own tools to win.

    Use the Change.org API to develop your own organizing tools. Find out how to get started.