Aussie tradies are rebuilding construction industry stereotypes this Movember by swapping the classic post-work beer for a glass of rosé wine instead.
The refreshing change is part of a growing campaign to demolish conventional norms within the industry by challenging the expectations of masculine tradie culture.
Knocking off after a hard shift and kicking back with an ice-cold beer has long remained an Aussie tradie tradition.
But that is set to change this month thanks to a group of winemakers from Perth, with tradies breaking the post-work ritual by choosing to “drink pink” for Movember.
Margaret River wine, Choosy Beggars, has partnered with Coles’ Liquorland for several years to help raise awareness for men’s mental health by promoting the trend.
The winemakers raise funds for Movember all year round, with 50 cents from purchasing any of the Choosy Beggars range donated to the charity.
Choosy Beggars is again challenging Australia’s construction workers to make a difference this month by trading the after-work beers for their tradition-breaking “brosé”.
The beverage swap aims to promote inclusivity within the industry by uncorking conversations about men’s mental health.
Tweed Heads Carpenter Zac Britton from ZB Construction has been participating in Movember for several years and told Build-it he would be ditching “beers with the boys” for “rosé with the fellas” this month.
“It’s a great concept because it gets the boys talking and asking why you’re drinking that,” he said.
“Men struggle to open up and keep things close their chest, so if having a pink wine instead of a schooner can start those important conversations about mental health, then it’s a no-brainer.”
“You never know when one of those chats can end up saving somebody’s life.”
Produced mainly from old vine merlot grown in the Pemberton region of Western Australia, the moustache-labeled wine has excellent poise and a light taste.
Its refreshingly soft flavour pairs perfectly with cured meats, cheeses, and other pre-dinner snacks.
Uncorking tradie stereotypes
Choosy Beggars award-winning winemaker Julian Langwothy says rosé’s feminine stereotype made it the perfect agent for change in a progressive era.
“It’s all about challenging stereotypes and expectations about what masculinity means, whether that’s in relation to talking about your health and mental well-being or enjoying a pink drink,” he said.
“…Mental health for men is still such a big issue across regional areas in Australia. I think we’re making progress, and events like Movember really are a catalyst for men to open up about what they’re experiencing. It starts a conversation.”
Coles Liquor wine sourcing manager James Vercoe praised the “brosé’s” longstanding partnership with Liquorland, which raises around $200,000 for Movember annually.
“The fact this Movember fund-raiser runs all year is really special, and hopefully, it ensures that we keep men’s health on the agenda,” he said.
“The Choosy Beggars range captures some of WA’s finest wine-growing regions in a selection that regularly receives high scores in wine shows around the country.”
What is Movember?
Movember is a worldwide leading charity for men’s health, focused on mental health, suicide prevention, prostate cancer, and testicular cancer.
The charity delivers innovative and groundbreaking research to help men live happier, healthier and longer lives.
Tradies can help fundraise by “Growing a Mo” (growing a moustache), doing “Move for Movember” (a run or walk of 60km), hosting a “Mo-ment Event”, or “Mo their Own Way” by creating their own way to fundraise throughout November.
To donate or learn more, go to Movember.com
