Boston Beer, best known for its Sam Adams beers, has released a beer in honor of US Supreme Court Justice Ruth Bader Ginsburg.
The beer, called When There Are Nine, is named in reference to Ginsburg’s famous quote “There will be enough women on the Supreme Court when there are nine”.
The Belgian Brut IPA was released at a tap room event on March 29th. Part of the money raised from the launch was given to the Pink Boots Society, which fosters advancement and education for women in the beer industry.
“We are dedicating this brew to feminist icon Supreme Court Justice Ruth Bader Ginsburg,” according to Boston Beer. “We wanted to name it Brut Bader Ginsburg but our legal team, uh, dissented.”
The beer is part of a wider industry push to better connect with the female demographic. Up until now, beer campaigns, for both macro and craft, have largely targeted the male demographic. Declining overall beer sales and an increase in the popularity of low and non-alcoholic beers has seen a shifting of strategies across the board.
Ginsburg herself has become a bona fide pop culture icon in recent years, with her likeness adorning everything from t-shirts to mugs and action figures, and the rise of the phrase ‘Ruth Vader Ginsburg’ – a popular fancy dress costume mixing Darth Vader’s mask with Supreme Court Justice clothes.