BrewDog's Pink IPA is sold at a discount to women or those who identify as female as a satirical way to highlight the gender pay gap.

Scottish brewery, BrewDog, sells a beer called "Pink IPA" at a twenty percent discount for women, or those who identify as female. It is the exact same beer as their Punk IPA, just discounted and rebranded as a satirical way to highlight the gender pay gap

Enter Dr. Thomas Bower.

Dr. Thomas Bower of Cardiff was forced to identify as female in order to buy a discounted beer.

Dr. Bower went to the Cardiff brewery and attempted to order the Pink IPA. He was refused on the grounds that he was male, and was offered the Punk IPA for one-pound extra. This did not sit well with Dr. Bower, and according to the 27-year-old software engineer, 

"After a bit of a back and forth with me protesting this, I felt forced to identify as female and was then able to get the drink for £4 - I complained to the company about this and they said it wasn't discrimination because the price difference was part of a national campaign to raise awareness about the gender pay gap."

After this encounter he took it a step further, he took the brewery to small claims court, saying he would drop charges if they apologized publicly. The legal backing behind his claim was for "direct discrimination and breach of the Equality Act of 2010." He was eventually awarded £1,000 compensation.  Dr. Bower said in court how "humiliated" he felt and that it was "not a pleasant experience for him." 

As you could guess, Twitter was all over this. Here are the funniest reactions and memes to good ol' Dr. Bower. 

Here's BrewDog's video explaining their Pink IPA.