BY THE OPTIMIST DAILY EDITORIAL TEAM
What happens when you mix craft beer, feminist ideals, and a dash of defiance? You get Muschicraft, the world’s first feminist beer, brewed in Vienna by artist and social worker Sophie Tschannett. With its cheeky vulva logo and a mission to shatter gender norms, Muschicraft, which translates to “vaginal power” in English, is far more than a pale ale with notes of melon and grapefruit—it’s a statement in a bottle.
“Everything surrounding this drink is masculine and heterosexual: the executives are men, the people who make it are men, and above all, the advertising is almost exclusively focused on men,” Tschannett says, reflecting on the male-dominated beer industry. Muschicraft was born out of her desire to create a beer for everyone—women, trans and queer people, and yes, even men.
But Muschicraft doesn’t just sip from the glass of equality—it guzzles it. Part of its profits supports feminist projects like Austria’s Association of Autonomous Women’s Shelters and Women for Women, making each pint a toast to progress.
Illegal brewing and broken rules
In 2023, Muschicraft’s bold vision took another rebellious turn. Partnering with Berlin’s Vagabund Brewery, Tschannett launched “the most illegal beer.” This new label is brewed in deliberate defiance of archaic, misogynistic laws from 50 countries.
The violations range from absurd to outright oppressive. Some countries prohibit women from producing alcohol or working night shifts. Others ban them from lifting barrels, cleaning machinery, or even driving delivery trucks. In Wyoming, Tschannett highlights a particularly bizarre rule: “A woman who is drinking is not allowed within five feet of a bar,” she says. “It’s unlikely to be enforced, but it’s especially ridiculous.”
The project, a collaboration with the German communications agency HeimatTBWA, is designed to spotlight lingering gender inequality around the world. “Our mission was to show that gender inequality still exists,” Tschannett says. By literally breaking these outdated laws, Muschicraft draws attention to the systemic barriers women face, even in industries as seemingly inclusive as craft beer.
Reclaiming the vulva
One of Muschicraft’s most striking features is its vulva-shaped logo—a bold statement meant to normalize a natural part of the human body. Yet the logo has sparked controversy, with critics calling it offensive.
“Many people find it offensive, even though other companies’ advertising is completely sexist,” Tschannett laments. The design aims to challenge societal taboos and distance the vulva from its often hypersexualized portrayal in media. “After all, it’s a natural part of the body, and there’s no reason to be ashamed of it,” she explains.
Tschannett admits the design is intentionally provocative. “Sometimes, you still need to provoke to draw attention to certain issues,” she says.
Feminist beer: a movement in a bottle
Muschicraft isn’t just a beer—it’s a movement. By blending craft brewing with a feminist ethos, Tschannett has created a product that challenges gender norms, supports equality, and encourages important conversations.
With every sip, Muschicraft asks us to reconsider the assumptions baked into the world of beer and beyond. As Tschannett’s bold branding and even bolder mission suggest, sometimes a pint can be more than just a pint—it can be progress, which we believe is something worth toasting!
