The Gender Pint Gap Revisited FINAL - Flipbook - Page 11
THE GENDER PINT GAP: REVISITED
The Beer Agender 2019
Dea Latis commissioned a series of consumer focus groups conducted
by Park Lane Research. These explored in more detail the opinions and
attitudes of women; their perceptions of beer - the product, the service,
the drinkers, and the world it inhabits.
The resulting Beer Agender report included many quotes from women
who took part in the research which showed women can often be their
own harshest critics.
The report highlighted that women are still influenced by the complex
attitudes and imagery associated with men and beer, examples of which
are:
the image of beer and its advertising is often associated with beerswilling men in pubs.
the typical woman beer drinker is someone who doesn’t care too
much about what other people think of her or is a woman who
doesn’t care too much about what she thinks of herself.
the bloat factor is a major consideration and feeling tight across the
belly and burping is a big barrier to drinking beer on a night out.
women don’t want a ladies-only beer and want to move beyond
volume to focus more on beautiful glassware and lighter, more
golden beers.
they want tastings as standard, with glasses and packages of beer that
are smaller than a half pint, but with more interest and more
flavours;
and that matching types of food with beer is an attractive
proposition for women, but they need to taste, sample, inspired and
enticed.
The Beer Agender report exposed some of the more deep-rooted
opinions and beliefs women had about beer, and why these attitudes
had become entrenched. It provoked debate within the beer community
and opened up a dialogue about how the sector could address the issue.
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Since 2019 when the last Dea Latis report was published, the #MeToo
movement has gained international recognition; widespread accusations
of misogyny in the beer workplace have emerged; and the world has
experienced a global pandemic. No comparable or related research has
been undertaken in the UK about women’s attitudes toward beer during
this period, and now is the time to revisit the thinking.
One of the primary intentions of the first two bodies of research was to
establish a ‘benchmark’ which could track and measure any changes in
women’s attitudes or behaviour towards the beer category (either
negatively or positively).
A further tranche of funding from BREF has enabled Dea Latis to
produce this latest report.
Dea Latis Survey Methodology
The Dea Latis survey was conducted using an online interview
administered to members of the YouGov Plc UK panel of 2.5 million+
individuals who have agreed to take part in surveys. Emails are sent to
panellists selected at random from the base sample. The e-mail invites
them to take part in a survey and provides a generic survey link. Once a
panel member clicks on the link they are sent to the survey that they are
most required for, according to the sample definition and quotas. (The
sample definition could be "GB adult population" or a subset such as "GB
adult females").
Invitations to surveys don’t expire and respondents can be sent to any
available survey. The responding sample is weighted to the profile of the
sample definition to provide a representative reporting sample. The
profile is normally derived from census data or, if not available from the
census, from industry accepted data.
All figures, unless otherwise stated, are from YouGov Plc. Total sample
size was 2052 adults. Fieldwork was undertaken between 5th - 6th
October 2023. The survey was carried out online. The figures have been
weighted and are representative of all GB adults (aged 18+).
