THE GENDER PINT GAP: REVISITED“Women are often put off by beer at the point of sale, which is the very placewhere it could be identified as an appealing option. Educating staff is essential inmaking anyone consider beer as an option. Also, serving beer in an array ofglassware 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 anddelicious so many beer styles could be, but too often the marketing is targeted atmen, or is male-only sport focused or, if it does feature women, it can be crass andfairly obvious to many that it isn't perceived as a drink women would like. Assuch, it gets rejected as a non-option.To break through this, we need to encourage trial more. We need to challengethose marketing stereotypes and we need to eradicate mansplaining when womengo to the bar and order a beer for themselves. There also needs to be less of a focuson volume and pints and more of a focus on beer's flavour and different occasionsto drink it. It's a low ABV drink made with natural ingredients but is rarelyshowcased 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 frombreweries too. It would do wonders for us to be able to see ourselves as thedrinker. To be represented. There is so much progress we can still make to updatebeer's image to one that is more inclusive and vibrant. We can start with makingthe spaces where it is seen as welcoming as possible and host tasting nights toshowcase 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’ 202325
It seems that your browser's pop-up blocker has prevented us from opening a new window/tab. Please click the button below to open the link manually.
