While this ploy did in fact pique interest in the beer it also created problems behind the scenes where the female workers at the brewery felt a hypocritical stance was being taken; sexual harassment is not okay in the work place but bikini clad blondes were the perfect spokespeople for the brand. Somewhat skeptical of this rationale, the female workers sued the company. I believe it is fair to say women have a complicated relationship with the brewing world. Historically, the purveyance of beer was the exclusive work of women. According to a post from The Beer Chronicles , in the ancient world there was a law making it illegal for men to make or sell beer. So what changed?
Getting Milwaukee's groove back
Once upon a time, in a parallel universe called The Nineties, there was a group of buxom, platinum-blonde women known as the Swedish Bikini Team. They weren't Swedish, and they didn't compete in team-oriented contests. But these babes sure wore bikinis, and, in them, appeared on the cover of Playboy , cameo'd on big-back-then shows like Married They were damn good at it, too -- but before they could really get the sexy started, the Swedish Bikini Team got shut down for good. Beer advertising has never been about selling "just" beer, which is to say advertisements have always positioned beer as the gateway to something more. Usually, that something is sex, because of course. It's a simple message: if you drink beer like this , you'll end up hanging out with pretty girls like that.
Dreaming up the dream girls
The Swedish Bikini Team was a group of American female models who appeared in an advertising campaign for Old Milwaukee beer. These commercials ran for several months in in the United States, playing with American stereotypes of Scandinavian women being blonde and having big breasts. The premise of the commercials was that a group of bored or thirsty men were "saved" by the Swedish Bikini Team. Other commercials would focus on a group of men male bonding on a hunting trip and saying "Guys, it does not get any better than this", to which a narrator would say the man was wrong and an Old Milwaukee truck would drive miles off road towards them claiming "it improved", ".. While many viewers saw the ads as a parody of traditional beer advertisements , some feminists found the ads misogynistic.