The Gender Pint Gap Revisited FINAL - Flipbook - Page 26
THE GENDER PINT GAP: REVISITED
“Women are often put off by beer at the point of sale, which is the very place
where it could be identified as an appealing option. Educating staff is essential in
making anyone consider beer as an option. Also, serving beer in an array of
glassware that is not just a pint or half pint.
I'd adore it if beer had a better image and more people knew how diverse and
delicious so many beer styles could be, but too often the marketing is targeted at
men, or is male-only sport focused or, if it does feature women, it can be crass and
fairly obvious to many that it isn't perceived as a drink women would like. As
such, it gets rejected as a non-option.
To break through this, we need to encourage trial more. We need to challenge
those marketing stereotypes and we need to eradicate mansplaining when women
go to the bar and order a beer for themselves. There also needs to be less of a focus
on volume and pints and more of a focus on beer's flavour and different occasions
to drink it. It's a low ABV drink made with natural ingredients but is rarely
showcased in that way. It could be reflected as so much more aspirational too.
There could be a lot more images of women drinking beers in circulation from
breweries too. It would do wonders for us to be able to see ourselves as the
drinker. To be represented. There is so much progress we can still make to update
beer's image to one that is more inclusive and vibrant. We can start with making
the spaces where it is seen as welcoming as possible and host tasting nights to
showcase how incredible it can be."
Jessica Mason, Beer and Features Editor at The Drinks Business, apprentice brewer,
British Guild of Beer Writers ‘Best Beer Business Communicator’ 2023
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