tapping into craft beer’s feminine side
Is craft beer more appealing to women than other types of beer? Given its broad spectrum of flavors and styles and its food friendliness, craft certainly presents unique ways to engage women. The gender-neutral marketing of most craft brands may be another element in its favor. The lack of images involving women either in bikinis or depicted as serving beer to men (or, at worst, bikini-clad servers), positions craft beer as not only approachable and interesting to women, but also welcoming. Here’s what the numbers say:
· More women (21%) than men (17%) ordered a craft beer during their most recent on-premise occasion, according to the just-released BarTAB Report.
· Three in 10 women (29%) report they are ordering craft beer in bars and restaurants more often now than they did three years ago, which is on par with men (30%), according to BarTAB.
· Six in 10 women (60%) report ordering a craft beer at least once a month on-premise, as compared with seven in 10 (69%) men, according to a recently-conducted survey done in anticipation of the soon-to-launch On-Premise Craft Beer & Cider: Opportunities, Challenges and Innovations study. Only domestic light beer had a closer order incidence rate (77% women and 81% men reported ordering domestic light beer once a month or more often). The study will dive into on-premise consumer behaviors regarding craft beer and cider by gender and other demographic factors.
Savvy casual-dining operators may want to explore ways to engage women with craft beer. Such efforts need not require a menu revamp, as numerous women-focused beer organizations often seek beer-friendly locations to host events. Girls Pint Out, for example, is a national craft beer organization for women with local chapters around the country that organizes meet-ups at restaurants and bars to taste and talk about beer, often with a charitable element.
In addition, an increasing number of women are now entering the ranks of brewers and the business of brewing. The Pink Boots Society boasted 60 members when it launched in 2007; the organization devoted to helping women carve out careers in the beer industry now has 250 members. The growing presence of women in the craft beer industry only adds to the “story” angle that bartenders and servers can bring to the point-of-sale conversation. In the battle for the on-premise adult-beverage occasion, craft beer offers ways to bring women’s attention to the brew side of the drink menu.