One of the jokes appearing on the bottles of Skol beer says: “When can a woman make you a millionaire?” The answer: “When you are a billionaire.”
Tweeters reacted in fury to the #livelaughlager campaign.
“Sexist jokes are NOT funny…they perpetuate the narrative that women are less intelligent and capable than men!” one person tweeted.
Another tweeter, Juliette Karitanyi, posted that women weren’t laughing, adding it undermined the work of Rwandan women.
The minister of gender and family planning agreed, saying such language demeaning women was not acceptable in Rwanda.
The illustrator involved in the campaign for Skol—one of Rwanda’s most popular beers—was the first to apologise, saying it did not correspond with his personal values.
The brewery tweeted that it was sorry for any offence caused.
“We’ve stopped production of these jokes,” it said.