Careful, gals, dainty lady lips not made for Twin Peaks “Man Cans”

Screen Shot 2014-12-18 at 2.42.20 PM

Out of the way ladies, these are man cans!

I’m not sure why we didn’t write about this sooner.

Maybe it’s because the notion that a breastaurant chain that prides itself on having waitresses with “signature ‘Girl Next Door’ charisma and playful personalities” serving draft beer at a “teeth-chattering 29 degrees” may be doing a disservice to women or the culture of craft beer in Texas arguably goes without saying.

Maybe it’s because prior to this you actually had to go into a Twin Peaks to try their beers, with charming names like Dirty Blonde, Knotty Brunette and Gold Digger.

Maybe it’s because we all kind of got a slick sense of satisfaction seeing that even though they brought in a small army of booth babes to the Texas Craft Brewers Festival this fall to lure in would-be samplers, the Twin Peaks line was a relative ghost town as beer fans flocked to Jester King, Lakewood, Austin Beerworks and other buzz-worthy breweries putting quality first.

At any rate, news that the Irving location of the national Twin Peaks chain, which was granted a brewpub license last July, will now be distributing their beer across Dallas-Fort Worth in what they are calling 16 oz “Man Cans” was enough to take fingers to keys.

Screen Shot 2014-12-18 at 2.47.16 PM

Rest-assured, no women were involved in the making of this beer!

That’s because there’s something profoundly icky about a brewery that touts its beers as “man-crafted” and served in “man cans” while the beer names reduce women down to tired bedroom personas associated with hair color and money grubbing. There’s also something troubling about the idea that these beers are distinctly crafted by big, strong, lumberjack-like men (as the logo suggests), yet served by a scantily-clad all-female waitstaff. ‘Cause, you know, men make things, and women just try to look good while serving them, ya hear?

Equating the size of a beer with masculinity (or the lack thereof, for that matter) isn’t a new thing for the Twin Peaks chain. As one Atlanta-based food writer notes, when you visit one of the restaurants, “you have to make a critical choice that will certainly call your manhood into question: ‘girl-size’ or ‘man-size’? A sissy girl size beer comes in a 10-ounce mug, but a big, strong man beer is 22 ounces.”

It’s a distinction that’s frankly just as insulting to men as it is to women. That all it takes for a woman to be stripped of her femininity is 12 extra ounces of brain freeze beer, and, by the same token, men are emasculated for deciding to opt for a smaller pour, no matter what kind of responsibility might have motivated that choice.

Screen Shot 2014-12-18 at 3.13.38 PM
What do we want? Beer! How do we want it? Dirty, Knotty & Gold Digging!

Let it be said that changing the culture of Twin Peaks as a whole, or the casual brestaurant dining phenomenon that encompasses other chains like Hooters, Bikins, etc., is a lofty (and probably deluded) idea that will not come to fruition as long as men go there to feed “the stomach and the ego at the same time” (y’all, that is actually a DIRECT QUOTE from the “Own a Franchise” page of Twin Peak’s corporate website, so….at least they’re self aware?) but we should all think long and hard before letting these kinds of outdated tactics marketed at the lowest common denominator bros in the bunch start to creep in to Texas craft beer, an industry that has by and large (with a few notable exceptions) relied on quality and integrity of craft.

So, on that note, Texas ladies (and men, for that matter), if you think your oh-so-delicate constitutions can handle it, I’d recommend opting for a can of Martin House Brewing Company Day Break, or the latest Austin Beerworks Heavy Machinery release instead, both terrific beers brewed right here in Texas, and packaged in 16oz cans by brewers who believe you’re actually capable of drinking them.

While you do that, I’ll be here, waiting for some internet bros to call me a lesbian for writing this.

-Caroline

 

 

Disclaimer: This article is referencing the Irving location of the national Twin Peaks chain which recently began operating as a brewpub, not to be confused with Twin Peaks Brewing and Malting Co. in Port Angeles, Washington which is unaffiliated with this brewpub and the Twin Peaks Restaurant chain as a whole.

11 Comments on Careful, gals, dainty lady lips not made for Twin Peaks “Man Cans”

  1. Hear, hear! I’ve always hated the use of girl/woman as an insult, as if doing something “like a girl” is the worst possible thing. Well, I’m proud to drink beer like a woman because, in my world, it’s synonymous with just drinking beer.

  2. Helen E Granberry // December 19, 2014 at 11:36 am // Reply

    thank you for this post—as a homebrewer, and female, and especially as an enjoyer of craft beers, thank you for pointing out the obvious fact that good beer trumps bad advertising every time!!

  3. God, it’s infuriating how bassackwards the food & beverage industry (and their accompanying marketing lackeys) can be sometimes. I’m also dismayed to hear about such a crappy place besmirching the name of a great TV show. Here’s a fun comic rebuttal to all that “manly” beer: http://explosm.net/comics/3723/ Thanks for the post!

  4. I think it’s pretty silly for anyone to be insulted or emasculated by the use of these adjectives to describe the sizes of the food and beverages at Twin Peaks. It’s a joke, it’s fun, stop being so sensitive.

    I regularly order the “girl” size burger there because the “man” size is more food than anyone really needs to eat. I’d say to the people that feel offended need to look inside themselves and find out why they are so insecure as to be so easily offended. The entirety needs to grow a thicker skin and realize that not everything is an attack on manhood or putting down women.

    • You, sir, are the problem perpetuator. I hope you enjoy your bland, tasteless lifestyle, spoon fed to you by people who don’t give 2 shits about you, but just want to convince you to give them your money. Ignorance must be bliss….

    • Since you a man, I get that you don’t see anything wrong with this. Why would you? It doesn’t affect your status quo at all. But this casual social acceptance of sexism is the very reason that women still can’t get equal pay for equal work, and why men feel entitiled to bitch about being ‘friend-zoned’, among other things. The objectification of women starts in places like this. And I don’t need to look inside myself to see why I am so ‘easily offended’. It’s because women are still second class citizens in this country, which is not something to be treated lightly. So, I suggest that perhaps you look inside yourself and examine why you are not offended.

    • Relax everybody, it’s just beer and food. I understand how some people could be offended, but if you don’t like it then dont eat there. Fight back by not giving them business, they already get plenty of it. You dont see men complaining about places like chip and dales or other male strip clubs because, “it objectifies men.” How about all the commercials and other advertisements with couples in it where the man makes a mistake and the woman has to fix it with said product. You know, in all couples men always makes mistakes and the women are always the ones telling us men what’s right and wrong because I guess we weren’t born with free will or any kind of morals. Everything that this restaurant markets is just to be a fun environment for everybody. I can’t tell you how many women I know of that go there to eat and drink willingly and by themselves because they love the food, beer, enviroment, and the friendly/chatty twin peaks girls. How about yall fight over something that will actually help people like hunger or the homeless.

    • Why yes. Easy for you to feel that it’s no big deal. There aren’t 12 chains with names like Little Dicks, where the small burger is called a Mama’s Boy and the big burger is named Head Bitch in Charge. Where all servers & media show images of a bunch of Mimbo’s in hotpants, and the only managers are women in business casual. IT WEARS ON US, AS IT WOULD YOU. It would be nice to watch some goddamn football without all the bullshit sideshow.

  5. Men don’t complain about being objectified because men like being objectified. That’s why they do it to women -it’s literally instinct, because men and women think and process differently. The problem is that women can’t afford to allow themselves to be classified as objects, because we are not the dominant sex. Even a lot of women don’t get that concept, so I’m not surprised that you don’t. But not understanding someone else’s viewpoint doesn’t necessarily invalidate it. I’m just asking you to be open minded and to consider the idea that casual sexism is detrimental to women. If you don’t give a shit, there’s nothing I can do about that besides acknowledge that I am utterly intellectually superior to you, so much so that your opinions are completely worthless to me or any other thinking human being.

  6. I just posted this on Burnt Orange Report, but it is just as applicable here. Please take note that I was writing in response to a person that was arguing that the Man Cans, and Twin Peaks business model as a whole, was just “targeted marketing” and that the blog authors argument was, therefore, ridiculous. Any way, here is my two cents:

    Dr. Bart Watson, a Stanford and University of California, Berkeley, graduate who has an educational background in political economy and a Ph.D. in political science, is the Chief Economist for the Brewers Association. At this years GABF, Dr. Watson presented some very interesting data with regards to women and the craft beer industry. Here are a few statistics for you: Females 21-34 represent 15% of total craft-beer consumption.
    Women account for 25% of total beer consumption by volume, and 37% of craft-beer consumption in the United States.
    Now, let us take this step by step.
    Nationally women account for 85% of all consumer purchases, and 75% of women identified themselves as the primary shoppers for their households.
    If we are talking about targeted marketing, with the aim to be the selling of a product in conjunction with continued business growth and upwards sales trends, it is absolutely not in the best interest of craft brewers, or craft related businesses (bars, restaurants) to alienate 37% of the demographic that consume their products and/or patronize their establishments. Nor does it make sense to alienate 75% of a demographic group that are self identified as the primary household shopper.
    It is the goal of the Brewers Association to have the craft beer industry taking up 20% of the market of beer sold by the year 2020
    (see http://www.brewersassociation.org/news/ba-insider-growth-craft-beer-segment-sky-limit/ ). That goal will not be reached if 37% of the targeted audience is alienated.
    If your argument is actually predicated upon the idea of “targeted marketing” that is fine, but consider:
    Who is being marketed to?
    The last time I checked Bud/Miller/Coors had the “I don’t care I just want to get wasted and try and score chicks” and the “it’s not sexist because it’s supposed to be a joke” target audiences covered. The craft beer industry, those of us who have been working in this industry for years, have worked our asses off to make a better product. There is absolutely no reason we should fail in the marketing end zone.

  7. You’re completely right, Caroline–it’s just the same old thing every time with these beer companies (and certain commenters). Pig Minds, Hop Valley, Flying Dog, South Austin. I think a bingo sheet might be in order.

1 Trackback / Pingback

  1. Sexist Texas Brewing Presents: Man Cans! For Manly Men!

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: