A bar in Jaffa, Israel, has launched a happy hour discount for women on their period.
Anna Loulou is offering 25 per cent off drinks to menstruating women with its 'Bloody Hour' promotion.
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Sharing details of the discount on Facebook, the bar wrote: "We are proud and excited to launch 'Happy Hour's' new, lively sister — Bloody Hour! A happy hour for days of menstruation.
"25% discount on the entire bar, for the entire night on Mondays, Tuesdays, Wednesdays, and Saturdays at Anna Loulou Bar.
"How does it work? It's based on trust. Just like that. We believe you!
"You come to the bar, say you are on your period/flow/cycle/____(every one with their own definition —- and...that's it! Get 25% off on everything you order on your night out."
The owners of the bar, Moran Barir and Dana Etgar, told Haaretz that there will be no need for drinkers to provide evidence: "The whole idea is to give a discount, attention and a treat to someone, to say 'we recognize you, we are aware of the special situation you're in right now, and hey, we want to do you a favour."
She said: "I told him simply 'Here's how you'll remember: I'm on my period, so bring me red'."