Ah yes, Bud Light, Gloria Steinem’s beverage of choice. Photo: Angela Weiss/Getty Images

Executives at major beer manufacturer Anheuser-Busch have surveyed the cultural landscape and decided it’s time: time to start using feminism to shill their garbage juice.

The Bud Light distributor is planning to phase out some of its more sexist ads in favor of a more inclusive message, because, as one VP of marketing put it, “objectification of women is going away.” At this year’s Super Bowl, for example, they’ll be showing an ad that suggests drinking Bud Light could solve the pay gap.

Of course, to be clear, Anheuser-Busch is shifting strategies not because making “gender-friendly” ads is the right thing to do, but because it’ll be good for business.

“We think the time is right,” Britt Dougherty, senior marketing insights director for MillerCoors, told Bloomberg. “We’re going through a feminization of culture.”

If you’re going to use feminism to sell beer, the least you could do is make it good beer.