The owner of a Quebec City-area microbrew pub is apologizing for what he's calling a 'tasteless' ad campaign for one of its newer beers.
Le Corsaire in Lévis, on the provincial capital's south shore, has been drawing complaints for a beer it's calling La Tite Pute (the little whore) — and for its unique tap. The tap is a Barbie-type doll, and the server has to pull the doll's hair to draw the beer.
"In 2013 in Quebec, this is not the picture or image of women that is acceptable," says Julie Miville-Dechêne, the president of the Quebec Council for the Status of Women. "It objectivies women, it shows them in an inferior position."
Miville-Dechêne points out, too, that their group is now in the middle of a 12-day campaign aimed at combating violence against women in Quebec, which began on Monday, and that this kind of advertisement shows precisely why there is still a need for these kinds of awareness campaigns.
"It's not a joke. It's a very serious thing. You cannot laught at issues like prostitution and violence," she says.
The photo of the doll's hair being pulled was posted on the pub's Facebook page on Oct. 31. After a flood of negative comments, co-owner Martin Vaillancourt issued an apology on the same page.
"Le Corsaire is sincerely sorry for the publication of the picture last Oct. 31, and we are conscious that this was in bad taste," the statement read. "Rest assured that we in no way endorse this kind of behavior and that it will never happen again."
The beer is no longer for sale.