Raising a Glass to Equality - With Lidl UK
When Lidl GB launched the UK’s first ever gender-balanced beer aisle, I was so proud to be part of the team behind the campaign. From the brewers to the creative crew, it was all about celebrating women doing brilliant things in Scotland’s brewing industry.
I was there on set creating relaxed, confident hair and makeup looks for the amazing women featured — real brewers and business owners who are changing the face of the industry. The brief was simple: keep it natural, keep it real. No heavy styling, just effortless looks that let their personalities shine through.
Shot by Jodi Mann and produced by Studio Lux, the campaign rolled out across 112 Lidl stores in Scotland, giving equal shelf space to beers brewed by women and female-owned breweries like WEST, Stewart Brewing, Innis & Gunn, 71 Brewing, Fierce, and Loch Lomond Brewing.
It’s more than just a marketing campaign — it’s a bit of history in the making. Proceeds from the Scottish Favourites line-up are helping fund a scholarship at Heriot-Watt University’s International Centre for Brewing and Distilling, supporting the next generation of female brewers. Historically, beer-making started as women’s work before the industry shifted — so this feels like things coming full circle.
Being part of a project that shines a light on women’s talent, creativity, and strength was such a joy. A day full of colour, laughter and purpose — I’ll happily raise a glass to that. 🍻
Shoot Credits
Client / Campaign: Lidl GB — Gender-Balanced Beer Aisle Launch
Creative Direction & Production: @wearestudiolux
Photography: @jodiemannphotography
Styling: @stylisttod
Makeup: @jakmorganmakeup
Hair: @juliemcguirehairmakeup
Digital: @digi_north
Press: The Scotsman & Hood Magazine
Featured Breweries: WEST, Stewart Brewing, Innis & Gunn, 71 Brewing, Fierce Beer, Loch Lomond Brewing
Location: Heriot-Watt University, Edinburgh
