‘Most Illegal Beer’ Violates Ridiculous Laws In Over 50 Countries

Image via Muschicraft / PR Newswire UK

Re-enacting the antics in The Hangover isn’t the only way you could get in trouble with the law. A new bottle of booze sets to raise eyebrows by being “illegal,” simply because it was made by women. Muschicraft, a feminist craft beer brand, has launched ‘The Most Illegal Beer’ to highlight a shocking truth: in over 50 countries, legislation still restricts women from working in certain professions, including brewing.

What makes this beer stand out? Well, Muschicraft (which translates to mean pussy craft in German), is concocted by—gasp—female brewers. Oh no, they didn’t. The audacity!

In a campaign created by advertising agency HeimatTBWA\, Muschicraft highlights the absurdity of existing gender-based legal restrictions, with Sophie Tschannett, the force behind Muschicraft, explaining that it aims to draw attention to these outdated rules and push for a world where gender equality is the norm, not the exception.

“Our beer was created as a bold provocation against the patriarchal world. In this world, the standard is male: Beer is the drink for ‘men;’ rules are written by ‘men,’” Tschannett elaborates. “We want to challenge this. Changes always start from conversations. My intention is to give people the topic of conversation with this beer – they should talk about gender equality and how we can achieve it.”

Image via Muschicraft

This beer is a collective effort, with women from various countries like Russia, Uruguay, Italy, Sri Lanka, and even the USA, to name a few, coming together. Their involvement in crafting alcohol (banned in Lebanon), cleaning machinery (outlawed in 10 nations, including Uruguay), and carrying heavy barrels (illegal in Russia and 22 others) directly challenges the laws of their home countries, making a heady statement against gender discrimination.

The packaging of The Most Illegal Beer doesn’t shy away from controversy either. Its label, designed to resemble a woman’s vaginal labia, challenges the stereotype that beer is just for men and questions traditional gender roles head-on. Tschannett's goal is to spark conversations about gender equality, using this beer as a conversation starter to discuss how society can move towards true equality.

Image via The Most Illegal Beer

Proceeds from the ale’s sales are going to Women For Women International, supporting the fight for gender equality globally. Additionally, Muschicraft is sending the beverage to justice ministries and legislative bodies in countries with restrictive laws, hoping to inspire change and urge them to drop the archaic beer goggles.

[via Ad Age and Campaigns of the World, images via Muschicraft]