SCHUBERT GALLERY X MUSCHIKRAFT - This was the first Gallery Pop-Up
I am still overwhelmed by this first Gallery Pop-Up on September 30, 2022. For the first time I officially invited people to the SCHUBERT GALLERY, my art gallery and studio in the 23rd district in Vienna. It was a cozy afternoon event with many interesting new encounters, reunions with dear people, friends and family. It was colorful, there were many children, NENI at the table provided us with delicious food and Wonderful Drinks with natural sugar-free organic drinks from Austria.
I was especially happy to finally meet Sophie from Muschikraft in person! I came across her, her feminist beer and her stickers via Instagram and was immediately taken with her and the idea behind Muschikraft! She's also recently become a mom, we're almost the same age, so I just messaged her to see if we wanted to get something together going.
Sophie Tschannett is a social worker and artist. With Muschikraft, she now combines these two passions. Her goal is to bring feminist concerns like gender justice into the world. Muschikraft stands for the de-tabooing of the vulva and aims to express the power of the vulva through different products. A portion of the profits will be donated to women-related/queer projects. In 2022, the money raised will go to the Association of Autonomous Women's Shelters in Austria.
How did the name "Muschikraft" come about? Sophie was pedal boating on the Danube with a good friend 2 years ago. During this trip, her friend told a story about her male bosses treating her disrespectfully due to the fact that she is a woman. Her friend didn't put up with it, though, and reacted super confidently. Sophie spontaneously commented on her reaction with, "Yeah eh sure, because you have ur pussy power." The word was born and did not let Sophie go. Her first idea was to design vulva stickers and donate the proceeds to women's shelters in Austria. Sophie sees the pussy power stickers as an answer to the thousands of penis tags in public spaces. Her desire is to make visible the female gender, which has been underrepresented for millennia. Because of the pun and because Sophie is an avid beer drinker, Muschikraft became - Muschicraft Beer.
When Sophie started researching the topic of beer in Austria, one thing clearly caught her eye: The beer industry, like so many industries, is still an absolute male domain. She was surprised that in the 21st century everything to do with beer drinking is still so strongly tailored to (cis) men. She realized that the way beer is currently marketed, many clichés are reproduced. Clichés such as that women don't drink beer, for example, or that men seem more masculine when they drink beer. These rigid role models have their roots in patriarchy. This is exactly what Sophie wants to change with Muschikraft - break patriarchal structures and thought patterns and trigger discourses about gender diversity/gender equality.
Sophie's wish is that the female gender/diverse gender identities are spoken about in an appreciative and respectful manner. The vulva should be perceived as a symbol that draws attention to the lack of gender justice.
Muschicraft beer is brewed by Braumanufaktur Schalken in Vienna. It is a Pale Ale and is made from regional ingredients. The taste experience begins with a subtle honeydew melon/grapefruit note and is rounded out by a mild bitterness and a sporty malt body.
