20-05-2025
German brewery Erdinger faces backlash over job ad video
Erdinger Weissbräu, a well-known Bavarian brewery, is facing accusations of glorifying violence against women in a job advertisement published on Instagram.
In the video, which has since been taken down, a young woman wearing a safety vest emblazoned with the beermaker's logo is talking about the benefits of working for Erdinger.
Speaking in a forced voice, the woman reads from a tablet while a wooden hammer, an Erdinger beer bottle and a beer tap are being held to her head and a bottle opener pointed to her throat.
"I love working in sales at Erdinger," the woman says.
"It is a safe and versatile job. The salary is great and you are even given a company car."
When she goes on to say: "Erdinger also makes good beer," the floating hands threaten to hit her, causing the woman to add: "I mean the best beer."
The video ends with a young man walking through the frame, and several male voices telling the woman: "That was great."
A spokesman for the brewery said the company had never intended to hurt anyone, with the advertisement only meant to be humorous.
But some Instagram users took a different view, with the Safe Space Chemnitz account noting that women are victims of domestic violence every day, accusing the brewery of "glorifying femicides and violence against women" in the ad.
"How much alcohol was involved when you wrote the script for your ad? It certainly wasn't alcohol-free."
Erdinger Weissbräu, which is based in the Bavarian town of Erding, is best known for its namesake wheat beers that are sold around the world.
According to the spokesman, reactions to the videos were mixed and also included positive responses.
After taking down the video, the company, which employs some 500 people, pledged to be more careful in future and distance itself from any kind of violence.
