The Gender Pint Gap Revisited FINAL - Flipbook - Page 7
THE GENDER PINT GAP: REVISITED
06
2024: The Opportunities
01
Beer is the third most popular drink for women, behind wine and spirits. There are lessons to be learned
about the way the latter two categories are marketed (via on-line and in-venue visibility, gender-neutral
advertising), and the way they are served (stylish and premium glassware).
02
Low price and discounted products do not drive women to choose beer over other drinks categories. If
anything, it works against it. Premium products at a higher price point equate to a quality-assurance and
brand loyalty.
03
The no and low alcohol category is an opportunity to introduce many women to the different styles and
flavours of beer available. Alcoholic strength of beer is not a key influencer for women.
04
Women 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 women
making informed choices about beer would be a great step forward for both the on and off trade.
05
Younger women are a key demographic – they believe beer is for everyone, drink beer most often, and are
most influenced by recommendations. Retailers should be more proactive in this.
06
Lessons can be learned from London where there has been a behaviour shift amongst women’s attitudes
towards beer. Creating inclusive spaces, rejecting stereotypical tropes and neutralising the gender of beer
have all been positive steps.
07
Education is key to attracting women to the category: opportunities to try and have a bit of no pressure fun
with beer tasting, being permitted to voice what they do and don’t like without being judged or
stereotyped.
08
Career opportunities in the beer sector, particularly in brewing, should be more widely publicised and
encouraged, through gender neutral recruitment campaigns and apprenticeship schemes.
09
Levelling up the gender disparity in brewing and senior managerial roles in the industry is key to how beer
is presented, positioned, and promoted going forward.
