While this ploy did in fact pique interest in the beer it also created problems behind the scenes where the female workers at the brewery felt a hypocritical stance was being taken; sexual harassment is not okay in the work place but bikini clad blondes were the perfect spokespeople for the brand. Somewhat skeptical of this rationale, the female workers sued the company. I believe it is fair to say women have a complicated relationship with the brewing world. Historically, the purveyance of beer was the exclusive work of women. According to a post from The Beer Chronicles , in the ancient world there was a law making it illegal for men to make or sell beer.
Dreaming up the dream girls
Getting Milwaukee's groove back
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The Swedish Bikini Team was a group of American female models who appeared in an advertising campaign for Old Milwaukee beer. These commercials ran for several months in in the United States, playing with American stereotypes of Scandinavian women being blonde and having big breasts. The premise of the commercials was that a group of bored or thirsty men were "saved" by the Swedish Bikini Team.