The beauty of cities: They are gender neutral. Nobody would understand Rome, Barcelona or Zurich as masculine terms. Nor Berlin.
No reason not to improve thought the manufacturers of the “Berliner Luft”a peppermint liqueur that some say tastes more like toothpaste.
500,000 of the bottles have received a new label. Labeled “Berliner*innen Luft” and decorated with a picture of the town hall in rainbow colors and the slogan “Tolerance and Diversity”.
The company is known for unusual marketing ideas. For example, the addition of flavors that you have to be really tipsy to enjoy: banana, bubble gum or chili.
The latest prank was probably intended more as a provocation than as a contribution to politics. “A brand that does not polarize has no message,” said a spokeswoman for the renaming.
With the “Berliner*innen Luft”, however, the producer has now turned several sides against himself, as numerous reactions show. Those who despair of the rampant woke craze. But also the gender group, which believes that cheap PR tricks should not be used at the expense of the noble goal of equality.
