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Texas is 1 of the 22 states still taxing period products as a luxury item, even though they’re a basic necessity. Because of this tax, women in the U.S. spend an estimated $120 million a year just on the sales tax of period products. That’s bloody sexist.
So when Women’s History Month, SXSW, and the Texas legislative session all coincided, we decided to raise a glass (and our voices) and help repeal this sexist tax with something everyone could get behind—Bloody Marys.
We partnered with nonprofit PeriodLaw and launched pop-up Bloody Mary Misogyny bars all over Austin during SXSW. They offered only two drinks—the Bloody Mary and the Bloody Marc. The Bloody Mary came with a $1 luxury tax.
Bar patrons were driven to BloodyTax.com, where they could learn about the period tax and take immediate action.
The result — a landmark victory with Texas voting to repeal the tax.