Poll

highland-kashmir-ipaMy Uncle Lynn sent this to me recently…interesting.

He lives close to Asheville – so it seems to be a(nother) good reason to take him up on his invite to go visit.

Have you been to Asheville yet? Tell me which breweries I should visit. And if you live there too, let me know and we’ll enjoy a good glass together.

Photo courtesy of Flickr by shyzaboy

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Day 4

p10202561Thanks to Erik for posting on the days events April 24th – appreciate it.

Check out our comment banter on his blog for a little more…I always appreciate those who engage in dialogue vs. monologue.

I’d agree with you again Erik in that I wish there had been WAY more time to go in depth. This is the proverbial and literal tip of the tip of the iceberg.

Let me know when we can connect, Erik – the beers will be on me.

Cheers!

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If

If you enjoy beer. If you want to enjoy beer more. If you’re interested in learning to enjoy beer. If you’re looking for some beer education. If you’re looking for social opportunities to enjoy beer with others. The list goes on.

There are a healthy number of great choices/organizations/groups to investigate, support, buy memberships to and the like.

A few include:

There are guilds, professional groups, recreational groups, collectors groups; blogs, twitterers, publications; events, conferences, seminars. Way more than I could ever think of compiling and listing here.

Google it up – find a way to extend the support beyond that wonderful glass full of what you have.

To help perpetuate, to help the industry grow and thrive, we all need to be looking into the servant mentality part of the deal: Finding ways to support great beer.

Step up. Join in.

Find a group you’re interested in standing with today – and join.

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California Small Brewers Association

If you’re a ‘small brewer’ and are located in California perhaps we’ll have the pleasure of meeting up at the CSBA meeting this next Tuesday, May 19th.

The honor of presenting at one of their semi annual meeting has been given to me by the group and their Executive Director, Tom McCormick. A big thank you for the opportunity to be of service to the industry that I am passionate about.

Looking forward to seeing some familiar faces and meeting new ones who will hopefully become familiar.

Call upon me when I may be of service to your guild, organization, business and group to address accurate and authentic marketing of craft/beer to female consumers. It’s an enormously undertapped market segment (gender is the incidental identifier) and a huge business opportunity.

How is your beer and brand relevent to women?

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Hats Off!

A big fat Thanks! to the BA and to Draft for the great photos per the recent Craft

Kate from Harpoon

Kate from Harpoon

Brewers Conference photos. if you’re a BA member they were sent to you. (Now’s a good time to join the BA if you’re not already a member – in the business, supporters, etc.)

It shows that a good time – and hopefully useful time – was had by all. What an incredibly engaged, fun loving, smart, progressive, group of people.

I see several familiar faces – including mine (!) as well as Rebecca, Alex, Dave, Tom, Mary, Steve,  the Cargill Crew to name a few.  Thanks to Harpoon for their gracious Hosting as well as Boston Beer (bummer to have missed the fresh lobster!).

See you in Chicago next year – although hopefully before. Cheers!

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YOUR Beer Drinkers

What are you doing to make beer drinkers YOUR beer drinkers?

Are you trying to find a ‘new’ market out there waiting for you? (Hint: it’s the 50.9% of the population that has traditionally not been marketed properly to).

There are many things you can do to make them YOUR beer drinkers.

What are a few ideas, you may be asking?

Alright, here are a few freebies today.

  1. Find out what they drink now. Put one of your beers that has some similar or complementary flavors side by side & ask them to try YOUR beer.
  2. Find out how you can encourage them to drink your beers – ask lots of questions.
  3. Act on that input. (action is the key to creativity working).
  4. Samples, sample, samples.

Go for it.

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Tasty Resource

p1010552If you’ve already been there, great! If you have yet to check it out, do so now.

SeasonalBeerAndFood.org

Beer & Food. Food & Beer. Hand in hand.

Seasonal, fresh, tasty, sustainable.

Need more reasons why?

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Chance

Ginger: “You’ll get another chance.”

Jim: “Yes, but I didn’t get this one.”

To my good friend Jim, who is sipping Belgians, in Belgium right now, hats off.

Chances to me are happenstance, unpredictable in every way. Risks are calculated, anticipatory.

And I sure don’t want to let Jim or anyone else who wants to enjoy a good beer miss a chance again if I can help it.

Listen to the beer when it chants “take a chance…Opportunity awaits. Nothing to loose.

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31…and Counting

When’s the last time you said to yourself, “Self, today I’m going to write down all the reasons/catergories of/for X.”

Just like I stated (and started)  at the opening of my presentation at the recently passed Craft Brewers Conference on developing & serving the female craft beer enthusiast, I did and continue to categorize. And we’re up to 31 categories and counting, folks.

Jody & I enjoying beer outside at Bridger Bowl

Jody & I enjoying beer outside at Bridger Bowl

Thirty one. Whoa.

A category that women consider when interacting, partaking, participating, and enjoying beer can be a wide one or a narrow one. Regardless, we have 31 so far.

This goes back to my ever present hammering of Know Your Market. You have to ask Why when you ask for an opinion. It can go something like this.

  • Q “When do you drink beer?”
  • A “At dinner/Lunch/the park/etc.”
  • Q “Why then/there?”
  • A “Because I like beer with my evening meal/because a refreshing session style beer  in the middle of the day is an affordable treat I enjoy/because I enjoy drinking out of doors/etc.”

The Why will tell you waaaaaay more information that you can apply than simply asking the question. In fact if you don’t ask the Why, then you’re wasting everyone’s time.

Ask. then ask Why.

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Queue Aretha, Please

WWAD

What would Aretha drink if she based her beer choices on respect?

Personally, I have no idea if she partakes of a tasty beer now and then. What I do want to connect here is respect to beer. Beer to respect.

In conducting research on marketing beer to women, over and over and over I hear that the market segment, women here, want some respect.

And why not?! Women make up 50.9% of the population.

Historically, it’s been women women women who brew beer. It’s still true in most other parts of the world (sans America). It’s a household task (careful – I’m most certainly not equating housework with women here). It simply falls into the duty breakdown.

So where the heck did the idea come from that women don’t like or want to drink beer? Why aren’t they a much more respected market share?

Probably several reasons. I’m not an historian, like my friend Maureen is, so I’ll forgo that for now.

What I want to point out today is that when you respect your existing and potential clients, all of them – women included – and you respect your beer, then you’ve got a winning, profitable combination. (If this sounds like a no brainer, why aren’t more breweries already successfully marketing to women??)

RESPECT. Treat them both ala the golden rule. And you will reign supreme.

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Beer Racism

the-next-glass-of-beerthe-next-glass-of-beerI agree with Charlie. It’s what’s in the glass.

So if it’s what’s in the glass, why are so many people racist beer drinkers? Why are they prejudging the brew on it’s color?

How about flavor? Texture? Aroma?

Are you pre-judging your beer? Worse, are you pre-judging someone else drinking  a beer based on the color of the beer they have chosen?

Prejudging…prejudice… see the connection??

One of the biggest misnomers out there is that  dark = heavy. WRONG! Ask Chris O’Brien.

Close your eyes and enjoy your beer. When you open them again, see the world of beer differently.

Be blind to the color, be open to the beer in the glass.

Photo courtesy of Flickr by Elitsa

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What Are You Doing?

What are you doing to authentically attract female market share to your beers?

p1020002Here are some questions and pointers to get you going in the right direction today.

1. Above all, be yourself when you do any kind of marketing. Sounds like a no brainer? Well, don’t change your colors, your tagline, your ‘youness’ – be you. Authenticity is enormous and critically important.

2. Where is your brewery or brewpub located? Where can women find your beers? Who lives in the neighborhood? Who are you trying to attract and why? Does the ‘who’ align with the ‘how’ you’re doing it?

3. What do you have available? Are your staff really knowledgeable and up to date on what the heck you make? When’s the last time you had refresher training?

4. Do you know your market? (this should be number one ALL THE TIME.)

When you have figured out your market share, then you can pursue it. Before that, get to know it. There are multiple ways to do this. Find someone (like a consultant who specializes in this area for instance) who can help properly id your market, or what market share you want to pursue and how it aligns – or doesn’t – with you.

I’m guessing you didn’t choose to buy inferior beer ingredients. So do your homework on earning female market share. Now.

Get it right from the get go.

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And the Winner IS…

(Steve is on the right side)

(Steve is on the right side)

Humbling company, that’s one way to describe it.

Last week at the Craft Brewers Conference, some incredible people were recognized amongst their peers for their contributions in different ways. Hats off to them – pints up!

The great thing about many in the industry is that they’re making a daily difference. Plus they’re making great beer. Mmmmmmmm…

How are you making a difference?

Photo courtesy of Flickr by elwynor

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Labels

I believe a good label to be worth it’s weight in gold (or healthy dollars anyway).

  • kids-safety-labels-we-want-to-seeThe labels I like? Authentic, accurate, real.
  • Labels I don’t like? False, inaccurate, overtly off base.

So while I like what Christina Perozzi is doing, I don’t like the label “chick” for females and marketing to them/for them/about them. It sends the wrong message, whether intended that way or not.

My research shows over and over (as well as other well documented research) that sexualized, slang, inappropriate labels are harmful. Not neutral – harmful.

Regardless of if it is meant humorously, it will more than likely be a not so great choice. Regardless if you call yourself a chick to your female friends, it makes me nervous – misconception is a hard thing to put asunder.

Authenticity is critical – for selling your brand, for getting buy in and buyers, and for being true to accuracy.

I’m not talking censorship – I’m talking respectfulness, I’m talking about good taste good taste.

Respect your audience. All of them – even the ones you incidentally touch.

Photo courtesy of Flickr by pt

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Still On Adrenaline

WOW!

The Craft Brewers Conference is over for 2009 – and the pulse goes on. What an incredible experience to enjoy the company of so many remarkable people, quaff great beers, eat sea shore fare, and really connect.

Oh – and the fact I got the opportunity to present which was fantastic! “Where’s the Other 50%?! Developing & Serving the Female Craft Beer Enthusiast (Consumer) Market” I’ve gotten positive, specific feedback (more always welcome if you were in the room for it).

So for the moment – whilst I do a bit of catching up, THANK YOU!

Prolific & hearty thanks to all the attendees who were open to meeting, talking, conversing and in general keeping the Craft Beer movement healthy and going forward.

Check out my CBC Special package here. I’ll be putting together another pricing offering – a Guild focused package to help guilds offer more to their membership and further the cause. Inspired by Tom McCormick & Steve Parkes & Heather McClung & Dave Coy.

Call me and tell me how I can be of service in helping your brewery (yours or the local one you support) develop the female craft beer consumer market share.

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Back On The Beer Track

p1000317

I’ll be getting home from the Craft Brewers Conference today – most likely all revved up from great time spent with engaged switched on people and good beers. And seafood and fresh maritime weather. And lots of walking and laughing. (Little sleep I imagine).

Like Maureen says, “Beer is really good.”

So bear with me as I get back on track in the next day or two. Thanks.

For now, keep in mind – know your market.

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Top 50 ala…

Here’s a few posts to check out per the recent Top 50 Breweries listing.

  1. One
  2. Two
  3. Three

Kudos to all the craft brewers out there making a difference by making good beer.

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What Women Want

“Beer drinkers want flavor and diversity .”

Julia is SO right on the money here (literally).

In my ongoing research to serve the craft beer industry, over and over and over (and over and over) women are saying they want flavor. All kinds of flavors.

Message today: Don’t judge a beer by its drinker. Said another way, don’t judge a drinker by their beers.

Reserve judgment. Be a beer geek, not a beer snob.

Better yet assume that I like a lot of different kinds of beers.

grain-siloThrow conventional stereotypes out the top of the barley silo window and embrace flavor and diversity.

Photo courtesy of Flickr by Parnelli_97

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Wine ala Beer

Looking forward to several presentations at the Craft Brewers Conference in a few days.

One tidbit I have already gleaned from the (BA members access only – it pays to be brouwerji-lane-beer-coolersa member) preview to the presentations:

“Wine is not the enemy…”

True.

The Wine industry has much to share in education concerns, getting people to taste and try and then buy. And some wine focused stores could stand a refresher – check out this post.

If you think in context of complementary, instead of competitive, you can get much farther.

Photo courteys of Flickr by Tom GPRecs

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