Female Supremacy Articles - Page 11

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Fahrendorf and Talley agreed they have received nothing but respect from other brewers in the field. Although Fahrendorf believes she is accepted in the field, she is also aware the stereotypes that women cannot brew still persist in the United States. She recalled several stories in which customers at the Steelhead were surprised to find a female brewmaster. She hopes that female professional brewers will become more active and visible to help counter such stereotypes. "The more stereotypes that are broken, the more likely we will see women in the field."

THE ADVERTISING MAELSTROM

Beer advertising targets men, and in the process it tends to reinforce popular stereotypes about women. Laure Pomianowski, head brewer at the Sante Fe Brewing Co. in Galisteo, New Mexico, believes sexist advertising limits women's entry into the brewing industry. Pomianowski was in the engineering industry for seven years before becoming a professional brewer. She believes that more women would brew, but "the commercials and advertising are so sexist, it turns women off. Women are conditioned to tune out and in turn don't participate." Pomianowski wonders how women can relax surrounded by posters of "scantily clad women" on the walls of the brewery?