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3 ads that defy the ‘lager lout’ stereotype

By Lia Sanders on 15/05/15 11:00 AM

The owner of Fosters says that it is time for beer ads to move on from sexism and the association with “lager louts and laddish” behaviour.

Alan Clark, boss of SABmiller which also owns Grolsch and Peroni, says that sexist advertising from the 80s puts women off drinking beer.

Despite this the number of women beer drinkers in the UK has doubled to 1.3million in the last few years.

We take a look at some of the ads which are moving away from the lager lout image.

1. Stella Artois

Stella Artois has worked hard to class up its image in recent years, with romantic riviera settings and a host of sophisticated female pint sippers.

2. Peroni


Drawing on its Italian heritage, the company creates a Fellini-esque vision of the 60s.

3. Heineken Light


Mocking the advertising standards as it goes, Heinken’s ad is incredibly self aware. Although it doesn’t peddle the European glamour of the previous two, it thumbs its nose to the idea of a lairy beer drinker by putting the immaculate (and openly gay) Neil Patrick Harris at its centre.