The Gender Pint Gap Revisited FINAL - Flipbook - Page 10
THE GENDER PINT GAP: REVISITED
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Research background
Dea Latis is an organisation founded in 2010 by a group of women working in the beer industry. One of the original objectives
of the organisation was to conduct research into GB women’s attitudes and relationships with beer.
Having successfully applied for and received funding from the Brewers Research and Education Fund (BREF) to commission
in-depth research, two highly regarded and widely circulated bodies of research examining women’s attitudes and behaviours
towards beer were published.
The Gender Pint Gap 2018
The 2017 BREF grant enabled Dea Latis to commission YouGov
and conduct a national omnibus survey of 1000 men and 1000
women, with a set of quantitative questions about beer in general
to gauge any disparity in attitudes.
The survey aimed to explore:
How many women prefer beer as their drink of choice over
other alcoholic drinks.
How often women drink beer, and on what occasions.
What women like - and dislike - about beer.
Perceptions about beer, and who drinks it.
Perceived barriers/challenges for women about beer.
The YouGov data exposed some interesting data and responses. It
became evident that women’s attitudes towards beer had not
changed since a similar survey conducted by Molson Coors in
2009.
This was despite the beer industry claiming great strides had been
taken in terms of choice, quality, and marketing. The survey
produced a set of statistics which Dea Latis analysed and were the
foundation for The Gender Pint Gap report.
The 2018 survey revealed:
Only 17% of women drink beer at least once a week (compared to
53% of men)
Male oriented advertising is the main barrier to over a quarter
(27%) of women drinking beer – rising even higher for 18–24year-old women to almost half (48%)
A fifth of women (20%) find the thought of calories in beer and
putting on weight to be the biggest reason for not drinking beer
17% of women feel that ‘being judged by others’ is the third
biggest barrier to drinking beer
Taste is the great divide: Of the women who drink beer 56% do
so because they like the taste; conversely, of the women who
never drink beer 83% do so because they don’t like the taste
The research and subsequent report concluded that women either
weren’t sufficiently engaged with the beer category, or the beer
industry wasn’t addressing women’s needs adequately. Women still
perceived beer branding as overtly masculine and the report
highlighted the many misconceptions women still have about beer,
such as high calorific content, poor self-image, and preconceptions about taste.
Dea Latis identified during the early stages of drafting The Gender
Pint Gap that the results in the report demanded a much ‘deeper
dive’ into the psychology of women’s relationships and attitudes
towards beer. It was keen to explore the disparities identified in
The Gender Pint Gap, which led to a further tranche of research.
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