Alpine Lager has a series of advertisements with the language "Asking forgiveness, not permission". Even if the intent of these advertisements is to speak to their brewing processes, the language is clearly problematic. The promotion of “permission” as a positive is something that the beer and alcohol industries should be encouraging, not subverting with innuendo. 

One local business on the east coast has already removed the banners for this reason, but they should be pulled from production at Moosehead writ-large. 

Fostering an inclusive culture in the beer industry has been a work-in-progress, and women face many barriers in the field. It is unacceptable for the one of the largest breweries in Canada to be using marketing tactics like this. If we want to move the beer industry forward nationally, we need to be mindful and inclusive with our language.