In a bid to remove such stereotypes, Burger & Lobster has introduced a gender-neutral cocktail range to its menu.
The bar and restaurant chain described the shift as a "fancy social experiment" designed to show how stereotypes can have a daily effect on consumer choice.
In turn, the menu rollout made up five tipples which were all colourless, nameless and read “don’t judge a drink by its colour” on the menu.
This is ridiculous... if you won't order a drink because it's too masculine/feminine sounding, you're clearly not mature enough to be drinking alcohol.— ○ D Y L V N ○ (@702_dylan) November 12, 2019
To 'remove stereotypes,' restaurant chain introduces gender-neutral cocktails https://t.co/vAwq3byQWd
Put off choosing
The Burger & Lobster in-house survey also showed that 31% of male customers were put off choosing a cocktail such as a Cosmopolitan or Pina Colada because the name was too ‘feminine’.
Similarly, 11% of female customers were too embarrassed to order drinks considered more ‘masculine’ such as a Negroni or an Old Fashioned.
The results encouraged the mixologists at Burger & Lobster to create a menu that was more inclusive but has, in turn, spurred controversy.
Cocktails are already gender neutral. Take your scotch and grenadine with am umbrella like a champ. pic.twitter.com/CqObp5a0Qq— ☔ I q u e y (@Iquey) November 10, 2019
Making everyone happy
Made with a variety of ingredients, the menu aims to remove stereotypes surrounding drinks and allows customers to focus simply on taste.
As a result, each drink includes ingredients familiar of a classic cocktail — the five offerings include a Mojito, Cosmopolitan, Margarita, Negroni, and Piña Colada — but on the menu, they're referred to as No 1, 2, 3, 4 and 5.
Who is the drink police making sure guys only order masculine drinks? A real man enjoys his fuzzy navel without concern of perception. https://t.co/c7eehqiQc8— Juan (@A_B_selectstart) November 12, 2019
The company’s website read: “As a result, our new colourless and neutral Mixed-ology cocktail range aims to offer a refreshing take on the classics to remove modern-day drinks menu stereotypes.
“Using homemade tropical pineapple kombucha for a take on a Piña Colada, or a tangy lime saccharum for a Mojito; the weird yet wonderful ingredients make for a tantalising cocktail range that will make everyone happy at the bar.”
It’s all getting a bit much now❄️https://t.co/X2uAtUS2UA— Brétt Mendöza (@BrettMendoza) November 10, 2019