Would you drink beer just because it's pink?

Of course you would: you're a woman!

That's got to be the psychology behind this new line of Chick Beer, designed to remind you of the latest Shopaholic airport book, not your dad's basement. Curly cue font. The silouette of a bustier that looks like it was drawn on Fashion Plates and zero information about the actual brewing tecnique or flavor.

This product is totally going to be unhealthy besties with Little Black Dress wine and Skinnygirl Margarita. Female-targeted liquor and spirits are having a moment, but that doesn't mean they taste good. Chick, like Skinnygirl, is a low-cal, low-carb beverage. Like Michelob Ultra, it's also under 100 calories, but here's the difference: the label's pink. The flavor is anyone's guess, but it's not at the forefront of the packaging, unlike say Budweiser which offers a primer to beer brewing on a can that will eventually be smashed on someone's head.

As much as I want to hate on female products designed by and for the Real Housewives of Orange County, they're always welcome in the liquor department.

I'll admit I've bought 'b---- Bubbly', probably because it's pink and has a label that looks like a wedding invitation. I couldn't tell you how it tasted, or how it treated me the next day. I've also given SkinnyGirl a bigger shot than my mouth would have wanted, because I felt like I should like it.

Labels with delicate script, minimal wording and softer palates that don't trigger thoughts of weapons, get me every time. Maybe the packaging promises a smoother, less debauched drinking experience, a kind of smooth, controlled alcohol effect that gets me. My needs. So what if it's the same stuff in the blue can?

If male-centric booze branding focuses more on flavor and phallic references, Chick Beer tugs on our heartstrings. 5 percent of the beer's proceeds go to women's charities. This is an added bonus: no more feeling guilty about binge drinking. Another women thing. Ever notice how men don't self-reprimand nearly as much after a hard night out?

When you really think about it, Chick Beer is genius: when you drink beer out of a dainty pink bottle, you're actually giving back to you're community. I can get behind that. And that six pack carrying case almost looks like a purse, and not a box for my self-esteem injections. Thank you liquor industry for finally recognizing some women also have a desperate, alcohol-driven need to forget too. And thank you for downplaying it with pink.


Read more:

Skinnygirl pulled form Whole Foods?
The power women of wine
Beer just for women: good idea?