Full Glass: Gift reminds wage inequality in launch for Women’s Day

As it does every year, Cervejaria Dádiva takes advantage of Women’s Day (this Tuesday, the 8th) to launch a beer alongside an awareness campaign.

This time, the new 3/4 Gift draws attention to the pay gap between men and women. The beer — a New England IPA with hops from South Africa and New Zealand and 6.1% alcohol — will be sold in a pack of two cans: a larger, 473 ml, symbolizing a man’s salary, and a smaller, with 350 ml, which indicates the gains of women.

With a suggested price of R$59, the pack cannot be sold separately and is wrapped with a banner that brings data from the IBGE, such as “women receive 77.7% of what men receive”; or that women in management positions earn only 61.9% of the amount paid to men.

“These data show us how much we still need to evolve as a society. And that’s why every year we try to bring relevant themes about gender equality in our campaigns. guides many of our actions”, says Luiza Lugli Tolosa, founding partner of the brewery that was born in 2014, based in Várzea Paulista (SP).

“Our goal was to have the same number of women and men in the workforce, with them exercising functions both in the part of production processes and in management positions. And, today, we managed to achieve this objective”, says Luiza.

Last year, Dádiva launched the Nosso Silêncio Deixa Marcas beer at the same time, which drew attention to domestic violence, which worsened during the social isolation caused by Covid-19. “This is not a date marked by celebration, but by struggle. It is the symbol of a battle that we fight every day for rights”, recalls Luiza.

Dádiva 3/4 is available from Monday (7th) at the main bars, emporiums and craft beer e-commerces, including the Dádiva virtual store (cervejariadadiva.com.br/loja/).