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Nova Scotia ad campaign for ‘Dirty Blonde’ beer sparks complaints about sexism

An association representing most Nova
Scotia craft breweries says a Halifax brewery has shut down a marketing campaign amids complaints of sexism.
An association representing most Nova Scotia craft breweries says a Halifax brewery has shut down a marketing campaign amids complaints of sexism. Nine Locks Brewing/Facebook

The head of the association that represents most Nova Scotia craft breweries says a brewery in the Halifax area has shut down a marketing campaign for its Dirty Blonde beer amid complaints the ads are sexist.

Emily Tipton, president of the Craft Brewers Association of Nova Scotia, says the industry group recently received a letter of complaint about Dartmouth-based Nine Locks Brewing Co., which was signed by 17 of the association’s 45 members.

READ MORE: Winnipeg pub’s poster sparks outrage over sexism on social media

The letter asks the association to take steps to stop the campaign, which included the slogans: “Everybody loves a dirty blonde from Dartmouth,” and “We’d like you to meet another blonde from Dartmouth.”

The complaint says the industry has been tainted by a discriminatory and misogynistic advertising campaign.

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Tipton says the association doesn’t have the authority to demand changes to its members’ marketing campaigns, but she confirmed the group has asked the province’s liquor agency to look into potential violations of its advertising rules.

Discussing the controversy around female servers’ attire
Discussing the controversy around female servers’ attire

The president of Nine Locks, Shaun O’Hearn, could not be reached for comment.

This report by The Canadian Press was first published Nov. 26, 2019.