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Masturbitter

Masturbitter: the beer that wants to get men taking about s*x

Drink, Relationships

Masturbitter is a new beer from the luxury toy brand Lelo, made in response to a survey which says almost half of men have had no discussions about personal sex matters in the past year

The idea that men don’t talk is somewhat overplayed – things are getting better, at least in terms of mental health. It’s not perfect, and it’s not easy, but there are many men’s organisations and figureheads that point to things improving.

However, one area we’ll concede is slightly more tricky for good, honest chat, is our sex lives. Oh sure, we can joke about them, complain about them, make up loads of stuff about them, but deep honest chat between friends? Christ, we hardly talk to our partners about it (like, you have to be careful: best not to talk about it because you might scare it away).

In the spirit of opening up about all things in the name of sharing emotions and anxieties, as well as just getting to grips with what makes us happy in life, and where we have been constrained by social and cultural mores…in the spirit of that, we therefore welcome the launch of Masurbitter, an ale created by LELO and the Great Beyond Brewing Company, which aims to get men talking about sex and relationships.

And there are stats to back this up. LELO, a sexual wellness brand, have done some research which revealed revealed almost half of men (48%) have had zero conversations about personal matters such as sexual pleasure and masturbation in the last year. Meanwhile, 43% of men don’t feel comfortable opening up to their male friends about intimate topics at all.

The survey asked men where they would feel most comfortable discussing intimate matters, the majority of male Brits (22%) said ‘over a pint’ rather than at home (17%), on WhatsApp (8%) or at the gym.

So there you go. “The Masturbitter has been brewed to encourage these conversations in a safe and familiar space”. The idea that pubs might be something of a safe space for men is a complicated subject for another time; ‘fighting space’ might also apply. For opening up though, well, a few shared beers is undoubtedly useful and one must have a sense of humour about such things. You can imagine the beer starting a few funny chats that veer deep.

The research also found 46% of British men have used a sex toy but 59% would not admit to using one to their male friends.

It’s unclear whether that’s using a sex toy on their own or with a partner, but certainly masturbation toys are increasingly popular for men, not least Lelo’s new one – the F13 V1, pictured below, which is now so souped-up that it uses AI tech to improve your pleasure as it learns more about what you like –  even if it is in secret.

Masturbitter

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Jaydi Wilson-Jenkins, LELO’s UK Marketing and Communications Manager, commented, “Thanks to everything from Sex and the City, to the sex positive movement of today, we have found an increase in comfortability and confidence in women talking about sexual wellness and pleasure.

When it comes to men, we know they are purchasing sex toys for their own pleasure at high volumes, with F1S V2 being one of our best selling products in the UK. However, our research shows that men in the UK are embarrassed to open up to their friends on the same topics for fear of ridicule, showing there is still more work to be done to remove the stigma and perception that using sex toys is “weird”.

We hope that our partnership with Great Beyond Brewing Company will directly put the conversation in men’s hands and encourage them to open up about their use of sex toys and male pleasure without any shame or embarrassment over a pint.”

Ben Hurst, activist, educator and the Head of Training at Beyond Equality, who is part of the campaign, added, “As a guy who spends their working life encouraging men to speak openly about topics that might be considered taboo, I think it’s amazing that LELO has created a craft beer product that will help men to have these conversations.

From dismantling gendered stereotypes to re-constructing a deeper understanding of masculinity, the aim is for men to come together over a pint and discuss everything from sexual pleasure, to intimacy and sexual expectations. I for one am looking forward to catching up with friends over a Masturbitter!”

The can of the ‘The Masturbitter’ design features statistics such as ‘59% of men do not feel comfortable discussing male sex toys with their male friends’ to act as a  conversation starter for those drinking the beer. Worth a shot isn’t it?

The drink will be available to buy exclusively at greatbeyond.beer or in the taproom while stocks last.

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