The Gender Pint Gap Revisited FINAL - Flipbook - Page 48
THE GENDER PINT GAP: REVISITED/BARRIERS
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Insight: Looking to the future (continued)
Not only have existing companies gotten wise to shifting their messaging, but new entrants are also finding a commercial opportunity in
going after women drinkers and other historically forgotten consumers as their primary markets.
One way to do this is not only to tweak packaging and beer names to avoid alienation, but also brewing with a wider variety of palettes in
mind.
"We looked at rating data from [ratings website] BeerAdvocate and found that the majority of the top 10 beers for users who identified as
female were sour beers versus high-ABV IPAs and stouts that rated highest for men," says Hankinson. "That inspired our portfolio of fruitforward beers that are low in bitterness … Our vision is that women are introduced to craft beer through flavour profiles they know and love
3 and then they trust us and hopefully try beers beyond our sours."
The founders are quick to caveat, however, that their beers are not the "diet" drinks that make up much of the women-focused alcohol
market. "Women don't want to be pandered to," say the founders. "Many potential investors asked us about calorie counts or whether we
would be the [low-calorie alcohol company] 'Skinnygirl' of beer. Female consumers aren't as simple as wanting diet drinks… our guests are
investing in an experience."
Beer is becoming increasingly inclusive, a move that's not only good practice, it’s a smart business move.
"If you take women's preferences into consideration as a beer company, you will also attract male consumers who just don't like the existing
products," says Bernot. "You will also speak to people who weren't being served by [your previous marketing.]"
Ultimately, women like beer 3 and they have the money to spend with brands that take notice.
"Women are making money, going to college and having really high-level professional jobs that afford them a good income and a lot of
power," says Bernot. "They're empowered to go out and impact the world of alcohol brands, because they have the power and the desire to
find products that are meaningful to them. Women have the money and power to choose what they want."
Dea Latis is aware this article may provoke controversy- maybe outrage - amongst female beer drinking purists who argue that we
don‘t need a ‘beer for women‘. However, we felt it was important to highlight how a US brewer is re-examining the way its products
can engage women in an inclusive manner.
