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I've been stewing on this pervasive question for a long time: How do you market beer to women?  And I've finally come up with my answer. First, let's look at this question on a more general, global scale.

Marketing used to be simple.  There were tangible, quantifiable demographics you could cling to as an advertiser: men, women, Asian, African-American, White, poor, middle-class, young, old, urban and suburban, etc.  You could easily - so the advertisers thought and based their simplified marketing models on - divide these broad categories into general spending habits and go from there.

It's natural that these demographics came about.  Humans have taken our animal instincts (Is it food?  Are you a friend or enemy? Can I mate with you?) a step further - because we can.  Our brains are wired to find patterns and define our own place within those patterns.  We fit ourselves into those demographics, then we become those demographics
.  It becomes a self-fulfilling cycle.  Or so, this is how it used to be.

Rapidly changing technology and the cultural highway of social media are giving us, as individuals, greater power over how we define ourselves, and because of this our definitions of ourselves are becoming more complex and nuanced.  This, combined with ever-increasing, un
controlled population growth has inevitably created diversity within the simple demographic categories - creating further categories, multiple subcategories, and many shades of gray.  One need not be either male or female or gay or straight; one can be a youthful senior or a highly mature, globally-savvy youth; an individual can consist of many different ethnic or racial categories and can even live in two different cultures at the same time.  In short: those demographic categories which advertisers have used for so long have become painfully antiquated. Creaky. Rusted. Falling off the hinges!

Yet, some people still struggle with this.  What made me start thinking about this was a comment that my boss made the other day.  She was being interviewed by a journalist who asked her about marketing beer to women.  My boss' opinion was that you don't really market beer to women - which is part of why craft beer has been so successful in drawing women to it naturally.  For some reason, the journalist continued to push, really wanting an answer, and ended up misquoting my boss just to get one.  Why do people need an answer to a question which is so deeply submerged in an antiquated demographic system?

The truth is - still speaking on a global scale - people have
redefined these demographics to interest categories.  Instead of being defined by your age or your gender or what you look like, you can now define yourself by your interests - and that's a much more powerful marketing tool because an individual's spending habits are more easily predicted by interests - despite the fact that a single "interest category" could easily contain individuals who fit into multiple old-school demographic categories.

So how does one translate this to the beer world?

As an example, you may be able to define "interest categories" as such (this is not a comprehensive list by any means...):

  • People who drink craft beer versus people who drink American adjunct lagers
  • People who prefer strong, bold beers vs. people who prefer lighter, more subtle flavors
  • People who prefer stouts and porters
  • People who prefer IPAs and hoppier beers
  • People who love sour beers
  • People who are into traveling and tasting beers of the world

You get the idea.  And from my experience drinking with many people in many of these categories: they contain both men and women.

So how do you market beer to women?  You don't.  Get over it.  Make a great stout and market to stout-drinkers.  Make a great IPA and market to hoppy beer lovers.  But for god sake, stop asking that stupid question!
 


Comments

Jeremie
04/14/2014 1:24pm

Brilliant article Tanisha! This clarifies and offers resolution to the "market beer to women" issue in a truly concise and relevant manner. Thanks again and cheers!

TC (aka Craft Beer Gut)
04/14/2014 1:35pm

Thank you!!!

Phil
04/14/2014 1:25pm

I've tried both the soft sell and hard sell with my wife- who's usual drink was white wine or some sort of martini. Didn't go over well. I gave her a 'Hell Or High Watermelon" and she became a fan of Wheat beers and hefeweizens. It's a start! My 12 year old daughter, I am proud to say (and maybe a little ashamed) knows the difference between a pale ale and and IPA. She is a beer nerd in the making.

Needless to say. I agree with you.

TC (aka Craft Beer Gut)
04/14/2014 1:37pm

Thanks for commenting, Phil! I'm glad your wife came around to the "dark side"...there's a beer out there for everyone - even if they don't know it yet! Cheers!

06/03/2014 4:40am

Hey, It is very nice and informative website. Keep writing the great work, Nice to see your site.

I think the reason hides in nowadays tendency that requires to be beautiful and healthy. Glass with beer in women hands doesn't look attractive any longer and we should hope that men get the same tendency as well. Even beer or smoke smell play opposite reaction from society.


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