The world is becoming increasingly interconnected in the economic field. In order to find new profitable niches, capitalism uses all the available discourses to attract consumers. Transnational corporations have to differentiate their products on a local level in order to reach the broadest public possible. The aim of this article is to explore, through the use of the method of discourse analysis, how this differentiation is apparent in the Slovenian advertising space, where two different approaches for branding beer are used. The advertising approaches employed by both of the analysed beer brands, Laško and Union, use Slovenian national myths and images of masculinity that consumers can identify with. The advertising of beer through masculinity contributes to the public sphere being gendered as masculine, especially when it comes to its most prestigious positions.
