BrewDog’s launch of a pink “beer for girls”, ostensibly to raise awareness about gender pay inequality and sexist advertising, has come in for criticism as a cynical marketing stunt.

The independent craft brewer has launched a “new” Pink IPA – in reality a repackaging of its flagship Punk IPA – with a pledge to sell it a fifth cheaper in its bars to “those who identify as women”. The discount is aimed to reflect the 18.1% average gender pay gap between men and women in the UK.

“The fact that the gender pay gap is still an issue in 2018 shows that a lot of lip service is being paid, but not enough action is being taken to tackle inequality,” said the BrewDog global head of marketing, Sarah Warman.

“With Pink IPA, we are making a statement the only way we know how – with beer. The love of beer is not gendered. Beer is universal. Beer is for everyone.”