Beer is Genderless

Traditionally, most beer marketing was centred around men who were college-aged to middle-aged. Men drinking with friends, doing manly outdoorsy things. Due to the continuous popularity of craft beer, today’s beer drinkers include a much wider demographic including a large percentage of women.

In 2014, Brewers Association reported that women consume almost 32% of craft beer. With the influx of women purchasing craft beer, are breweries now steering their marketing to be inclusive of women?

Some thoughts on how breweries can attract and/or not dissuade women from purchasing their brands:

• hire women in various roles – their insights are valuable from many points of view including sales, marketing and brewing
• stay away from “pink” beers or labeling that could be considered sexist
• women like all styles of beer – marketing should be genderless

If a brewery is formulating a marketing plan specific to women, they should consult women on what would attract them to your brand. If the marketing is merely based on assumptions (e.g. women only like sweet, fruity beers), a brewery may ignore or potentially alienate the intended market. A couple of great resources are Women Enjoying Beer and Pink Boots Society

Post by: Lynn McIlwee