THE GENDER PINT GAP: REVISITED062024: The Opportunities01Beer is the third most popular drink for women, behind wine and spirits. There are lessons to be learnedabout the way the latter two categories are marketed (via on-line and in-venue visibility, gender-neutraladvertising), and the way they are served (stylish and premium glassware).02Low price and discounted products do not drive women to choose beer over other drinks categories. Ifanything, it works against it. Premium products at a higher price point equate to a quality-assurance andbrand loyalty.03The no and low alcohol category is an opportunity to introduce many women to the different styles andflavours of beer available. Alcoholic strength of beer is not a key influencer for women.04Women at the mid to older end of the spectrum are not being represented in mainstream advertising –they are invisible. However, they drive 93% of consumer decisions. Positive representation of these womenmaking informed choices about beer would be a great step forward for both the on and off trade.05Younger women are a key demographic – they believe beer is for everyone, drink beer most often, and aremost influenced by recommendations. Retailers should be more proactive in this.06Lessons can be learned from London where there has been a behaviour shift amongst women’s attitudestowards beer. Creating inclusive spaces, rejecting stereotypical tropes and neutralising the gender of beerhave all been positive steps.07Education is key to attracting women to the category: opportunities to try and have a bit of no pressure funwith beer tasting, being permitted to voice what they do and don’t like without being judged orstereotyped.08Career opportunities in the beer sector, particularly in brewing, should be more widely publicised andencouraged, through gender neutral recruitment campaigns and apprenticeship schemes.09Levelling up the gender disparity in brewing and senior managerial roles in the industry is key to how beeris presented, positioned, and promoted going forward.
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