Miller Lite’s Industry-wide Initiative to Support Women Brewers—Turning Bad $#!T to Good $#!T
Miller Lite is announcing Bad $#!T to Good $#!T, an initiative that’s creating fertilizer made from old, sexist beer advertising to be used to grow hops for female brewers. The company states, “There's no beer without women. In fact, women were among the first beer brewers in history. Yet for the years that followed, many in the beer industry (Miller Lite included) alienated the very people who helped create it. How? By dividing women as consumers, objectifying them in their ads, and frankly, putting a lot of bad $#!T out there.”
Elizabeth Hitch, senior director of marketing for Miller Lite states that the brand’s new campaign for Women’s History Month intends to recognize that, “without women, there would be no beer," and acknowledge the industry’s missteps in representation of women in beer advertising.