If you’re a gay guy or gal and have been wondering “how come no one has made a beer just for me?,” I’ve got some good news for you. It seems the Minerva brewery in Mexico has been reading your mind and has released two beers that will be marketed to the gay communities in Mexico, Colombia and Japan.
The beers are “Artisan Honey-Ales” and each feature a label that can be peeled off and stuck to your shirt (or lithe, hairless chest) as a symbol of gay pride.
I find the whole thing totally stupid (why can’t the gays enjoy the same beers us straights do?) but I’m not in the target demo here. So I asked a gay friend and he said that he finds it stupid as well. That’s what I call research, folks! But he also said he might give one a try, just to see what a “gay” beer tastes like. If he liked it, it might make it into rotation. So there’s that.
Overall, this seems like a clear-cut case of pandering to a target demographic by solving a problem that doesn’t exist. I can just imagine the brainstorm session that led to this one:
Exec 1: “We need a new demographic to sell beer to”
Exec 2: “But to who? Most everybody already drinks beer”
Exec 1: “Hmm…we need a niche we can own, one we can totally pander to.”
Exec 2: “What about women?”
Exec 1: “Naw, that would never work.”
Exec 2: “You’re right – what am I, Danish?! [both laugh]. Anyway, we need folks with disposable income and who go out a lot”
Exec 1: “That rules out college kids”
Exec 2: “Yeah, Natty Light has those broke bastards locked up”
Exec 1: “What about clergy? They drink a lot”
Exec 2: “True, but their money is tied up in lawsuits right now. But that gives me an idea…”
Exec 1: “I dunno Bob, the victims of pedophilia are a pretty small niche, and no one will drink a beer called Handsy Priest Pale Ale…”
Exec 2: “Not them – the gays! They got money, they go out a lot and there’s no chance they’ll see through our clever marketing ploy.”
Exec 1: “I thought Michelob Ultra already had that market cornered…”
Anyway, good luck Minerva, I think you’ll need it. What’s next, a beer for dogs?! Oh wait…
.
Tip of the hat to Tex from The pALEeocon for letting us know about this one!
Beer & Whiskey Brothers 
“If you’ve got a big thirst, and you’re gay, reach for a cold, tall bottle of Schmitt’s Gay.”
Brilliant on the Mich Ultra line, too.
Schmitt’s Gay is a classic that I forgot about! D’Oh!!
http://www.ebaumsworld.com/video/watch/679770/
Have you ever been to a gay bar? Miller/Coors, InBev, Pabst, all of the macros put up plenty of gay-centric neon signs and such. Who knew that every macro claims the rainbow as their symbol?
BTW, this is stupid.
I Haven’t been to a gay bar (I think), but I think it makes sense to market to the demo – they are an attractive bunch of consumers. But, as you say, this is just stupid.
Very stupid, read about this awhile back. Sent the link to my buddy, his response was “gays dont drink beer, we all drink vodka”.
Yeah, it ain’t breaking news, but it was news to me!
And gays drink whatever keeps them looking fabulous, which makes me hate them. I mean do whatever you like behind closed doors, but don’t make me look bad in comparison on the beach dudes!!
It’s ok Jim, you’re attainable, they’re not. You’re there to clean up all the broken hearts, bro.
I want a beer for people who end up jacking off a lot. That’s MY demographic!
Well if you’d like to surprise yourself, there’s always Left Hand…
That won’t work…My left hand is all thumbs.
Left hand has always been a “stranger” to me.
Booooo!
You better watch it Wookie! The next time that will be a $25,000 fine!
Ouch, that’s steep. What’s the conversion of $25,000 in Idaho money to real dollars like we use here in NJ?
From what I could tell when I was out there, you would owe me about $35K. Beer here is way more expensive! 😉
TMI Don
You just never know where we’re gonna go. Read at your own risk! 😉
Minerva is a mexican craft brewery (the second one that appeared in Mexico 8 years ago). You make it sound like one macrolager one.