The Gender Pint Gap Revisited FINAL - Flipbook - Page 28
THE GENDER PINT GAP: REVISITED/ INFLUENCES
27
2018 Revisited: Which, if any of the following, first influenced you
to try beer?
2018
Age
Women in the 18
- 24 year old age
group were the
largest group
influenced by
family to first try
beer (41%).
This dropped to
17% of women in
the 45 - 54 year
old age group
stating family
influenced them
to first try beer,
with 37% of them
stating it was
friends
influencing them.
Regionality
Social Grade
There was a
sizable
Women in
variation in
London were
friends
most influenced
influencing
by friends (38%)
women
to first try beer.
between social
grades with
Women in
38% of ABC1’s
Wales were most
stating friends
influenced by
influenced
family (38%) to
them
first try beer.
compared to
27% of C2DE’s.
2018 insights
Family (25%) and friends (33%) were a big influence for women first trying beer.
Friends were a bigger influence among 18-24 year old women (41% compared to 33% overall) and Londoners (38%).
The same groups were also influenced by family, with 41% of 18-24's and 33% of Londoners citing it as a reason
(compared to just 25% overall).
Only 3% of women were influenced by advertising and only 2% were influenced by branding to first sample beer and a
surprisingly low number recall being influenced by staff selling or serving beer.
