Client Thumbs Up

“Hi Ginger

Yes, business is good …

We are closing on a location for our first taproom. It is exciting and very scary at the same time!  Believe me, I have all my notes from your seminar about marketing to women and they are very important to me.  For example, the restrooms are going to bright, squeaky clean, warm, and every detail will about it such as the artwork on the walls will be reviewed by the panel of women advisors I have put together, as you suggested.  As a second example, I can’t wait to start the women-only Introduction to Craft Beer Seminars after we open.

Cheers and best wishes for a wonderful long weekend,

B”

 

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How Women Enjoying Beer Got Started

Whatever you can do, or dream you can, begin it. – Goethe

When I started Women Enjoying Beer almost 7 years ago, I had no real idea what I was plunging into. Here’s how I share the story.

About 7 years ago I looked around and wondered, “why don’t more women enjoy beer?” What was that all about?

I had been getting to know the beer community, specifically professionals ala some various relationships and friends. They seemed like really engaged, fun, smart, and progressive people. People I wanted to be around.

Having already reinvented myself a few times, digging into something totally new wasn’t foreign nor scary to me. Why not!? The road less traveled may be paved with whatever you perceive gold to be…let’s give it a go.

So go I did. I started Women Enjoying Beer by submitting 2 proposals to the Brewers Association to speak at their annual Craft Brewers Conference. Lo and behold they chose one: What About The Other 50%?! addressing and Serving the Female Beer Consumer.

That acceptance had me hightail it into research mode to talk with and listen to women across the greater Midwest to get this party started. With the help of connections, family and friends, I lined up close to a dozen female only focus groups. After the first one, on a random Tuesday night in February in Central Iowa, I moved expressly into qualitative psychographic info; no stats or quantitative.

For a few reasons, this was absolutely the wise choice.

1. People are more comfortable talking about sex than money and earnings and so forth. Not asking what we’re perceived as very private questions (income, ethnicity, etc.) made it much easier to get responses from women everywhere. They wanted to talk about their emotions, feelings, experiences – all the psychographic input that forms our decision-making processes, conscious or unconscious.

2. I like this data way better since it’s really meaningful. Quantitative data have been measured; it’s static and cannot change. You can change the world with qualitative psychographic input. It tells us how people thing and therefore we can act on that in a forward fashion.

Boston: locale of my first ever Women Enjoying Beer talk, CBC 2010

Boston: locale of my first ever Women Enjoying Beer talk, CBC 2010

After those first dozen groups had been completed, I went into compilation  mode. Whoa. Let me tell you: research is a lot more work that I had anticipated. I have a much greater respect for getting it right, being accurate, creating questions which get to the core of the issue (and not your own agenda), and putting it all together in a cogent manner.

I learned a lot about women too, quickly.

Once the conference rolled around, I was very excited to share my findings. Packed room, inquiring minds, and an extremely fast 60 minutes whirled by as I spoke at that fateful conference.

Since that time, almost 6.5 years ago, I’ve still found Women Enjoying Beer to be the only independent business studying the relationship women have with beer. It’s been invigorating, frustrating, and incredibly interesting to say the least.

Onward we go at this point, 7 years in.

Here’s what we offer for services, as the only expert in this field:

1. Speaking. Keynote addresses, banquet entertainers, conference and workshop seminars.

2. Internal and external education and training.

3. Marketing, brand and image advisement.

4. Label and menu review and insight.

5. Consumer insight on women + beer that no one else anywhere, ever has had.

6. Entertainment.

7. BeerRadio. My live weekly radio program for 4 years.

I started the business because I saw an opportunity. No one had thought to study women and their relationship with beer before. We offer insight you literally cannot find anywhere else on the planet. What a ride it’s been.

Call me when you want to get it right with women from the start. What we do is smart marketing. It’s asking, really listening, and then formulating success as part of your foundational business plan.

Making beer is a passion – and it’s got to be a business. If it’s “only” a passion, homebrew. If you want to take it to the world, make it a business. Call us when you make that choice. The investment of the worlds foremost authority is well worth it for you, all the females walking the earth, and your commitment to making beer.

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A Flavor Lovers CIA

Culinary Institute of America. CIA. Depending on your world view, The CIA or The Other CIA.

In all events, I’ve registered for the course Crafting Beer & Food as part of ongoing professional development.

Kirstin O/Connor/KDRV & Ginger - In The Kitchen

Kirstin O/Connor/KDRV & Ginger – In The Kitchen

While it’s all about the flavor to me (with a nod to Ms Trainor), I’m looking forward to the classes which will boost my culinary education. I registered for the following sessions:

  • How Cooking Techniques Influence the Taste of Beer
  • Spent Grains in Baking & Pastry
  • Global Toppings for Fan Favorite Foods

Anytime I can learn about food, cooking, prep, pairing, and the greater wide world of our sense, I’m interested. My goal is to learn AND to be an instructor as well. In The Kitchen episodes with Kirstin give you a taste of the fun to be had – here’s one on strawberry gazpacho.

Having given dozens of talks, sessions, classes, and demos – call on me when you’re in the market for a lively, fun, new-idea oriented pro to entertain and delight.

 

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Beer And _________

What do you like to pair beer with?

Everything should be fair – or fare – game since beer is an excellent pairing partner.

Here are some ideas for you today.

1. Beer and breakfast. The secret of pairing and tasting at any time is quantity: keep it small. Breakfast is an ideal time of day to taste as our senses are well rested and ready to serve. Plan a breakfast or brunch of sweet fruit topped waffles with savory sausage. Pair the plate with a smooth and low alcohol Belgian or Wit beer. The yeast and wheaty contributions complement the meal very well.

2. Beer and cheese. It should be it’s own course, of course. With many a resource to echo this sentiment and many resources to explore, my go to is Janet Fletcher. Her life experiences and savvy are the best guide. She’s got plenty of excellent easy to utilize books as well – I’ve got the yogurt one on my shelf (gets used a lot!). She’s got the chops, is a straight shooter and tuns of fun. You’ll learn a lot, much to the happiness of your tastebuds.

Janet & Ginger

Janet & Ginger

3. Beer and dessert. This is still a new idea to many. Desserts with beer or desserts paired with beer or desserts made with beer – they all qualify. Use beer when baking chocolate cakes, put a few tablespoons in malted milkshakes, use it in the crust of a tart. Then be sure to pair beer with desserts. The beer world is overflowing with flavor choices: when you find one you like, note it. If you taste one you don’t, move on to the next.

4. Beer and fish & shellfish. These natural partners are truly meant to be together. With the unlimited rainbow of possibilities from the fermenters and from the water, try try try! In my work with Port Orford Sustainable Seafood, I’ve experimented a lot and found many pleasing combinations, opportunities and am spurred on to keep going…which I will!

The key to enjoying beer and food is to try. When you discover magic, note it and then keep trying other things. Figure out your stalwart Go-To’s (never a favorite) and keep looking, cooking, and tasting.

Beer and life go well together. Enjoy it in moderation, savor the flavors, and start sipping!

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Women In Beer

Over the last 7 to 12 years I’ve come to know many, many people within and related to the beer universe. The community of these people has been by and large invigorating and inspiring. They’ve helped me think, rethink, consider, laugh, let go, and learn. There are a few people whom I avoid, yet that number is low.

Hundreds of folks later, I want to simply thank some of them today. If you’re interested in knowing why, let’s talk about it over a beer.

In no particular order:

With the venerable & classy Kim Jordan, SAVOR 2015

With the venerable & classy Kim Jordan, SAVOR 2015

Julia Herz, Julie Johnson, Maureen Ogle, Kim Jordan, Sarah Watson, Krissy Zinski, Christine McKeever, Rhonda Kallman, Meagan Anderson, Tammy Tuck, Jill Redding, Kristi Switzer, Bernadette Wasdovich, Kellie Shevlin, Laura Lodge, Erika Reitz, Erin Rue, Nancy Johnson, Janet Fletcher, Erin O’Riley, Cyrena Nouzille, Sarah Johnson, Shannon McQuade-Ely, Julia Doll, Melinda Marks, Lisa Morrison, Lindsay Guerdrum, Rebecca Newman, Jenny van Wyk, Annie Pfriem, Rose Ann Finkel, Julie Wartell, Lisa Zimmer, Bernie Perryman, Emily Engdahl, Nicole Kasten, Chris Crabb, Alison Grayson, Stevie Caldarola, Olivia Cerio, Veronica Vega, Tonya Cornett, Lauren Salazar, Gayle Goschie, Leslie Henderson, Lucy Saunders, Meg Gill, Gina Schauland, Jennifer O’Connell, Megan Parisi, Sarah Barba, Tina Pachorek, Ashley Salvitti, Ashleigh Carter, Acacia Cooper, Jen Murphy, Ashley Guillaume, Kris McDowell, Geri Kustelski, Sandi Globus, Brandy Butts, Rebeca Dovali.

I know I have forgotten some at this writing – there are surely dozens more. It’d be one rockin’ party to get them all together for a celebration! I’ll work on that….

Thank you to them all. I appreciate and recognize that you’re helped inform my steps forward in me efforts to make a difference in the world.

Who do you look to and thank?

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Rules of Beer Engagement

Craft is a hot, hot, hot word right now, particularly in the beer world. On the one hand, some care. Passionately. On the other, who cares? I don’t. I want a fresh delicious beverage I can sip to me delight. I don’t want to hear your rants and raves, your denigrations or high faluting opinions or judgements on high. So just call beer what it is: beer.

If you’re a buyer and consumer, I’d encourage you to consider your habits with the following Rules Of Beer Engagement:

1. Focus on flavor first, not style. What flavors do you enjoy, across beverage and food? Find those and get to know them, well. Identifying flavors at their base will help you move towards beer (and food) you enjoy. It’ll better enable and empower you to ask for what you want which is better for the breweries, retailers, and distributors as well. Specific is terrific.

2. Keep an open mind. Indeed, an open mind is the every best palate tool everyone can and should utilize. Saying you like this or that, saying that you don’t like that or this is closed-minded. Unless you’ve had serious repercussions of beer in your mouth very recently, then it’s time to try it all. Just as an open mind is a help, a closed mind is a major pleasure inhibitor.

Don't get upside down about beer - enjoy it for what it is.

Don’t get upside down about beer – enjoy it for what it is.

3. Enjoy what you like and support whomever is drinking with you in what they choose. In fact, try what they’re drinking and share what you’re sipping as well. If it’s been more than a month since you tried a certain beer your friend is now sipping, try it again. Our physiology changes in various ways as we age – so beer of days past will not taste the same as it does today.

4. Be a diplomat, ditch the snobbery. Diplomacy changes the world for the better. See number 3 above. Supporting beer includes supporting freedom of choice, reserving judgment (who the hell needs that anyway!!??), and fully embracing the moment.

5. Craft is 5 letters connected together. That’s it and that’s all. Any remaining parameters, lines in the definition sand, and boundaries are only on you to put up or leave down. I suggest not labeling your beer. If the product is well crafted, if care has been taken in the manufacture of beer, then it matters not the quantity made. Small isn’t the antithesis of big; it’s a sheltered view of the world and only encumbers your bee enjoyment.

Beer is meant to be enjoyed, shared, savored, and consumed. Doing so with an open mind and diplomacy will more than expand your taste buds – it’ll expand your world and make you a welcome member of society at large.

I want to hang out and get to know people who are open. If you’re one of them, give me a call – let’s go for a beer.

 

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Cooking With Beer: Smoothies

I love to cook.

Using beer as an ingredient is simply a way to expand my larder of choices. And it’s surprising how many people still are relegating beer to glassware only.

Time to get your apron on, people!!

With a nod to the Beer Smoothies & Summer Drinks article I wrote for dear friend Karie Engels a while back, I’d like to share a few ideas today.

1. Beer can be added to myriad recipes. When you use it consider why it can or shouldn’t be included. For instance if you’re using milk and want to sub beer, figure out if the protein factor of adding milk will be critical in substituting beer.

2. Any beer you find to be suitable yet you’re not going to drink it can be stored in a clean glass container in the fridge for a few weeks. Put a lid on it.

3. Any beer you won’t use as above in short order, I suggest dedicating a few ice-cube trays to freezing the remaining beer and using it one cube at a time when desired. Let the beer decarbonate totally for best freeing and accurate quantities. Once it’s frozen solid, flip it out of the trays into a container for easy access.

4. Buy beers that interest you solely for the purpose of cooking with them. Then do so.

5. Make notes if beer as an ingredient is new to you. One reason – if you’re actually using heat in your cooking (vs. prepping sans heat) hops will concentrate into a very unpleasant way. Experiment and record.

Whatever you do, try. I learned the heat lesson when I was practicing to present at the Toronto’s Festival Of Beers a few years back. Knowing that the horrid concentrated uber bad bitter can happen, I adjusted and made the sauces (per my talk) successful.

Enjoy the enormity of flavors you can find in modern beers. Start with classics and move into areas of foods that you really enjoy cooking and prepping. Friends are usually close at hand to support your endeavors and eat the samples.

Salud to summer, smoothies & cooking with beer ~

 

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The People Behind The Beer

Who are all these folks…the people behind the beer?

Who is planning, building, creating, teaching, pouring, selling, and putting their lives into beer?

Here’s your assignment today:

Ryan of New Belgium is an excellent beer person to meet!

Ryan of New Belgium is an excellent beer person to meet!

1. Seek out one (new to you) beer person today. They can be a brewer, someone who works within a beer focused company, and beer tender. A retailer, wholesaler and otherwise engaged pro. Introduce yourself and sit yourself down at their bar to enjoy a fresh pint.

2. Find out how they got into what they are doing. Too often we get the website story version without really knowing the person. Ask them questions off the normal media & press beat. They’ll thank you for it.

3. Ask them questions about the beverage, withhold any judgements and simply enjoy the beverage and their company.

4. Next time you have a gathering, invite them along. And don’t require they bring their work with them (they may just the same, yet make it their option).

5. Find out how you can support them in their work. Need volunteers occasionally? How can you help spread the word? What would be useful for them?

Beer is enjoyed universally. And it brings much to our communities, economies, world, and lives. Share in that joy by engaging with the people who are working hard every day to bring fresh beer to life.

Cheers ~

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Embrace The Taste

“It takes a lot of guts to learn in public.”

This is so true. And yet who cares…

When you’re learning about anything, a certain level of initiative is required. Take beer for example.

Beer is universal. It’s also attracted a pretty astounding amount of attention from consumers and media. The sheer number of breweries open and opening, the vast array of choices of beer on menus and in stores, and the avalanche of flavors can quickly cause overwhelm.

So what’s a drinker to do? How do you learn about beer in a comfortable and easy way that fits your style?

Rest easy, my friends. Because the idea of learning about beer is as relaxed as you wish it to be, as formal as you want to gussy up for, and the beer itself is very forgiving as a teacher.

Follow these steps and you’ll be mighty fine.

1. Close your eyes and take a deep breath. Do this 3 – 4 times before you open them and begin tasting beer. Clearing your head for any exercise is key to starting with a fresh and receptive brain.

2. Make sure the glassware you’re trying beer from is clean, “beer clean” as the industry calls it. The foam lacing needs to stick to the sides of the glass, which indicates there is no residue (oil, detergent, sanitizers) on the surface of the glass. If the foam doesn’t stick, send the glass back or rewash it if you’re doing this at home.

3. Use my concept CAMFA to guide you through the tasting: Color, Aroma, Mouthfeel, Flavor, Alcohol. More on the concept can be found here.

4. Taste 3 to 4 beers per setting if you’re really wanting to embrace the taste. More than 4 can easily fatigue your palate, especially if you’re unused to extended tasting experiences. Have a glass of water to sip on between, as well as unsalted crackers or bread to clear your tastebuds and mouth.

Enjoy frequently tasting beers new to you.

Enjoy frequently tasting beers new to you.

No matter what you try, enjoy them all for what they are. Preference is different from experimentation. Tasting naturally begets an array of flavors, some you’ll embrace and some you’ll leave alone. All the same, the purpose of tasting is to expand your mind with your palate and appreciate beer as a whole.

Doing this exercise can be more enjoyable and engaging with friends. If you do taste with friends, ask everyone to remain silent until you’ve fully experienced the beer; don’t allow comments to color what you think about it before you’ve had the opportunity to really consider your beer.

Above all – enjoy. Beer is simple, fun, and meant to be social. Like what you like, respect what others like and become the diplomat the world needs.

Cheers ~

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Going Forward With Women Enjoying Beer

From this day forward, the Women Enjoying Beer site will be focused on: Beer.

fabulous pro photos by JudithPavlik.com

fabulous pro photos by JudithPavlik.com

As life moves forward, priorities change, things shift (some answering gravity’s call), and new ideas manifest.

Women Enjoying Beer is staying around – we’re not stopping or giving up on the important gender equity and flavor work we do. There’s too much we still want to work on.

For Future Marketing Insight: Visit the newly launched GingerJohnson.com site. Everything Is Possible.

For beer centric information, insight and musings, stay tuned here. We’ll continue to cover beer, beer and food, cooking with beer, and other related topics.

Thanks for reading – your comments are always encouraged, keep it civil and diplomatic, and we can move forward together.

Cheers ~

Ginger, Founder/CEO/Flavor Lover/Speaker

Women Enjoying Beer

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American Craft Beer Week

What is Craft to you?

Actually the best definition or parameters to me are to make something that is well crafted. With a nod to my friend and colleague Marty Jones, paying attention to the care and creation of something is far more important than an end label. I hate labels and much prefer and endorse a wider lens.

Cheers!

Cheers!

When you put though forth – before the process begins – when you craft something with care, then I can support that. To simply label something if it fits with someones definition (wherever they chose to come up with it) isn’t holding any water for me. What if the product fitting the definition definers is really poor quality, what if it’s sexist or ageist or racist? Does that still allow it to fit. With a blanket label, yes it does.

That’s a bad deal to me and negates some of the authority of the self designated governing body.

Craft can be whatever you want it to be to you. It’s like art. And good taste. And delicious. We can only define those for ourselves.

Cheers to well crafted goods, products and services. I can live with that – so happy American Craft Beer Week, and whatever it is to you.

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Benefits Of Having Your Beer In Communities

Fresh from the 2015 Craft Brewers Conference and soon headed for the Craft Beverage Expo, here are 5 reasons why beer – and perhaps your brand of beer – is good for communities.

1. A beer production facility is good for local economics. The equipment, infrastructure, and relationships a brewery creates is real money for towns and cities. Find ways to support your local breweries like contacting your mayor and council to tell them as much.

2. Beer has always been a family oriented beverage. If we look to America in the 1800’s, we see a huge immigration of hard-working people who moved to the country to realize their own dreams; many of them were to open and operate responsible breweries. Those bucolic images of families on the lawns? Many came from the biergartens of Europe.

Beer = good for communities

Beer = good for communities

3. Beer makers pay serious taxes. Said another way, those who make beer are willing to pay taxes to do and make what they love. They pay an additional tax – excise tax – that few manufacturers have to.

4. Beer brings people together. As a highly socially oriented beverage, beer is best enjoyed in the company of others. People in groups are pretty good at self moderating, watching out for each other and tempering potential ill effects of alcohol.

5. Beer complements food – and therefore the restaurant business. With 4 primary ingredients to start, beer is a flavor pairing opportunity waiting to happen. It’s fun to mix and pair, match and try.

For those who are scared of alcohol in general or turned off my beer in specific, reconsider why you feel that way. If you’re and adult and can make up your own mind, choose to support beer. You don’t have to drink it to enjoy the positive benefits.

In moderation, with the true goal of enjoyment and not drunkenness, beer brings a great deal to our communities in America and the world over.

Cheers ~

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Making Beer Education Happen

What would have to happen and what would have to be true to make education happen?

In the case of women + beer: simple opportunity.

Ginger & Roger, founder of Prud'homme, in Toronto

Ginger & Roger, founder of Prud’homme, in Toronto

Opportunity and education combine to form a powerful purpose and progress. When you combine them they will generate positive synergy and get more women into beer. Here’s how.

  1. Women and men all enjoy flavor. Educate about flavor first, not style or brand or anything else. Flavor is where it starts.
  2. Create and provide opportunities for women to learn about beer. Single gender events, when done correctly , are incredibly successful. For females this means no pink, girl/gal/babe/ladies/chicks. For men this means no macho crap, sports themes or tools.
  3. People want and seek out educational opportunities. Make them happen. Whether you give tours for 30 minutes or 4 hour classes, education feeds the hungry mind.

Beer education has been heightened by various programs. With a nod to Cicerone and Prud’homme, these visionaries behind the value and progress education generates have bred a whole new batch of businesses bringing high quality opportunity to the masses. This is a good thing, as Martha would say.

Education. Opportunity. Two things that will move us forward. Like I say, love and money comes and goes – education lasts forever.

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Beer & Chocolate Tasting at the 2015 Oregon Chocolate Festival

Mmmmmm…Chocolate and Beer – what a lovely coupling!

Enthusiastic OR Chocolate Fest Beer + Chocolate class attendees

Enthusiastic OR Chocolate Fest Beer + Chocolate class attendees

So went two successful highly tasty and entertaining classes to that end last weekend at the 11th Annual Oregon Chocolate Festival. Karolina Lavagnino, Sales & Marketing Director of the Neuman Hotel Group, started the fest 11 years ago to create excitement and business in the shoulder season between winter and spring.

I started giving the tasting classes 4 years ago with immediate success. The rooms fill quickly with enthusiastic people, open to trying new combinations and thinking in new ways about what we eat and drink.

This year we were moved into an outdoor tent to seat up to 65+, up from the 40 seats in previous years. And WOW!! The rush to get in felt like a concert was going down. Both days our fantastic security pro Stephanie helped us with the flow, and Ben, Dana and Christa (crew from the Springs) were spot on with their assistance.

Here’s the menu we enjoyed:

Ginger & Stephanie ready for the crowds!

Ginger & Stephanie ready for the crowds!

Saturday: Oakshire Brewing Beers with Dagoba Chocolates

  • Amber + Milk
  • Watershed IPA + Lavender Blueberry
  • Espresso Stout + Dark

Sunday: Standing Stone Brewing Beers with Dagoba Chocolates

Pairing beer and chocolate is so easy, fun, and simple that it’s amazing more people are new to it. Experiment at home: get chocolates and beer – a variety of both – and invite some friends over to sip, nibble, and explore.

The best palate starts with an open mind.

See you at the fest next year!!

  • Thanks to all the energetic and very fun guests. Come see us next year – and know we’re available to hire for your private and business events as well.
  • Thanks to the Hotel Crew. Everyone from security and service, organizers to staff is super helpful, upbeat, and competent.
  • Thanks to Sean Marc Nipper, Reel House Films Filmmaker, and Erika Bishop, Producer, for their efforts Sunday in capturing the fun on film.
  • Thanks to My Fine Husband for his assistance and unflagging support.

 

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In The Kitchen with Ashley KTVL

It’s great to share ideas live with the KTVL Channel 10 Crew. Cheers to Ashley Carrasco, Morning Reporter, who I joined in the studio for the first time. All the others had been in my kitchen or afield.

In these clips we talk about healthy eating. Here’s the first one:

It was a tasty treat to be there in the television studio with the entire crew: Ashley, Liz, Will, and Whitney.

Enjoy and tune in next time.

 

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Wanted: Super Bowl 2015 Beer Ad Research Volunteers

If you’re someone who wants to contribute to progress of gender equity, if you like to speak up and be heard, if you enjoy beer, if you give a damn – here’s an opportunity for you.

Superbowl 2015 Research Project

Pursuit: Gender Equity as it relates to beer marketing and advertising.

CONFIDENTIALITY: All research WEB has ever conducted remains confidential. No identifying factors beyond geographic locale are ever used. Rest assured all reputable researchers work this way.

We’re asking for the following.

  1. Female and male volunteers, must be at least legal drinking age in your country of residence to execute a 3-stage project pre-Super Bowl (2/1/15), day of, and follow-up shortly there after.
  2. Must be honest and both include opinions and suspend judgement – simply examine and report on certain facets. BE VERY SPECIFIC.
  3. Want to complete all three stages of the project, be as specific as possible and return requested insight in a timely fashion.

WEB will use this information in various platforms to educate and inform.

If you’re interested, please go forth as you best choose with the directions below. Thank you in advance for everyone who wishes to jump into this project. Your input matters.

Stage 1

Shop Before the Super Bowl: Head to the retailers, breweries and shops – all places where beer is for sale are fair game. Make notes of the displays, take pictures when you can, record your comments. The following get you started, enhance as you wish.

  • How do you feel about the display?
  • What facts about the beer can you actually get from the display?
  • What’s good about the display/s?
  • What would you change to be more gender balanced?
  • Do these display/s motivate you to buy the beer – or not?
  • What do you like, what don’t you like, what would you change if it were either your store or your beer?
  • What suggestions would you offer the retailer, wholesaler, or brands?
  • What does it make you think about the beer itself?

Please note: Brands, locations, day/time of day, all information you find relevant to the situation.

Write or otherwise record your impressions and thoughts and get them to us: ginger@womenenjoyingbeer.com when complete.

Please include with your thoughts: Name, gender you identify with, email address you’ll be using, and geographic location (state, province, etc.)

Stage 2

Watch the Super Bowl: Wherever you choose to watch, please note the following and add as you see fit.

  • What beer brands are actually shown during the Super Bowl?
  • If you’re watching pre-game or post game – note them clearly.
  • What messages do you think the TV beer ads during Super Bowl are trying to communicate? How do the ads relate to you?
  • Removing any humor, are they respectful of all genders?
  • Specific comments on gender and the beer ads are desired.
  • Which ads, if any, make you want to buy and consumer the beer they are advertising?
  • Which beer ads do you enjoy and why?
  • Which beer ads do you not enjoy and why?

Please record the impressions about; be as specific as possible. Get them to us at ginger@womenejoyingbeer.com immediately following or with all three stages.

Include with your thoughts: Name, gender you identify with, email address you’ll be using, and geographic location (state, province, etc.)

Stage 3

  • Post Super Bowl: Write down your impressions and thoughts about the following, include your additional thoughts and insights as desired.
  • Which beer ads during Super Bowl will or have already affected your beer buying and consuming and how?
  • What brands and brand impressions did they leave you with?
  • What impressions do you have about the companies who make the beers advertised during the Super Bowl?
  • What feedback would you send to beer companies, beer marketers, and beer advertisers as it relates to you, gender and beer based on their ads?

Due Dates: Send each Stage as you complete it if you wish, or send it all as one project when completed. Be sure to include your name, best email to reach you, gender you identify with, and geographic location (states, provinces, etc. + country).

BONUS: Describe your ideal TV beer advertisement.

We would request you reply by February 9th to ginger@womenenjoyingbeer.com and will start compiling as soon as material starts coming in.

This is a qualitative research study: No close-ended forms or survey formats this time. Simply your unvarnished and honest and professional feedback as you wish to give it. Yes to emotions, no to ranting.

We’ll send everyone who completes the study a small thank you gift if you include a best mailing address to do so. We’re grateful for the insight and will utilize it well.

Thank you very much for the consideration and participation. Have fun with it – share this with as many people as you wish.

11 comments

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Are You Looking At The Right Issues?

Recently I got wind of a professional webinar within the beer world. It was supposed to be addressing the market, who and where the areas of growth for beer. Pretty straight forward idea.

I had registered for this said event and simply had to pass it up to tend to other business, though the topic is right up my alley.

Once it was over, I heard from a valued and reliable colleague that the talk had focused on areas of the market and population, yet not women. Apparently one slide of dozens addressed women as beer buyers and consumers. Excuse me, what??!!

What issues are you looking at?

What issues are you looking at? Are they right in front of you or elsewhere?

Instead the focus was on the Hispanic market. Yes, it’s growing globally. Yes, it’s an excellent population to work with and for. AND it’s still misses the point if the beer industry wants to really capture new, long-term, loyal market share that covers all ethnicities and facets of humanity: females.

After I shook my head in shock, and got my bearings again, I realized this: The Professional Beer Industry Community for the most part still has no foggy clue about who’s buying the beer in America. Scan data is a partial picture and dangerously lacking in deep lasting understanding of the female beer buyer.

I’d ask the people in business in the beer arena: What issues are you looking at? What do you want to accomplish, what are your goals, who is your target market and why, what are you doing to bring in outside expertise you’ll never have to build and support your brand?

Time and time again all someone has to do is to surf a bit on the web to find consistent and reliable data to support the fact that women are the primary buyers of all goods and services. Read here, here and here for a sampling.

So when you’re looking at business development – from beer to cotton swabs to cars to tools – take note. You’ll be successful when you carefully examine the female shopper and buyer.

Beer people beware: you’ll stagnate and deflate unless you make some drastic changes in patterns, habits, acceptabilities and practices towards and involving women.

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BeerRadio: Holiday Listening and Learning Pleasure

I wait for it. And then it happens. The phone rings in the radio station studio and we’re off and talking into another episode of BeerRadio.

What is BeerRadio?

BeerRadio: Wednesdays 5 - 6 pm PST, streamable on KSKQ.org

BeerRadio: Wednesdays 5 – 6 pm PST, streamable on KSKQ.org

Over three years ago I started our BeerRadio program on a local station. It’s a weekly program talking with, listening to, and learning from various beer industry professionals. They’re from all sorts of angles in the community and offer insight into their specific area of expertise in the industry.

It’s very enjoyable, educational and conversationally designed to learn about facets of beer people haven’t considered.

Visit and download the BeerRadio Archives here.

With over 160 guests in the archive line up there are sure to be some shows you’ll want to down load and listen to. The programs are 50 to 55 minutes in length, so download and let them go while you’re puttering around your home and office, garage and yard.

Our record stands strong with no missed call ins – the gracious guests do in fact call into the station for the show. There’s usually a few moments of very subtle “I hope they remember” thoughts though they are quickly dashed once the phone rings.

We welcome guest suggestions and feedback. Sometimes we get in-studio guests, usually they call in from wherever they are – across the USA, Hawaii included, as well as a few international guests.

Thanks to all my previous guests, future guests and listeners hungry for tasty radio programming. Thanks also to Carson at KSKQ for his unflagging support and my producer (who manages the technical side of the show), Larry.

So until next week, Cheers ~

Ginger

A snapshot of recent guests….

BeerRadio Episode 161/November 19, 2014 – Tony Magee, Lagunitas Brewing
BeerRadio Episode 160/November 12, 2014 – Brandon Overstreet, Swing Tree Brewing
BeerRadio Episode 159/November 5, 2014 – Anne Glazer, Stoel Rives
BeerRadio Episode 158/October 29, 2014 – Duke Geren, Bison Brewing
BeerRadio Episode 157/October 22, 2014 – Gerri Kustelski, Summit Brewing
BeerRadio Episode 156/October 15, 2014 – Jared Long, Altitude Brewery & Chophouse
BeerRadio Episode 155/October 8, 2014 – Elese & Harvey Claussen, The Zythos Project
BeerRadio Episode 154/September 24, 2014 – Krissy Zinski & Rocky Rabjohns, Snake River Brewing
BeerRadio Episode 153/September 17, 2014 – Heather McClung, Schooner Exact Brewing

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Ladies At Ladyface Love Beer, Cheese & Chocolate

Mmmmmm.

(silence)

Ahhhhhhhh.

(silence)

Ladyface Alehouse is where you'll want to go.

Ladyface Alehouse is where you’ll want to go.

Okay, well it wasn’t *quite* silent between bites on Monday at Ladyface Alehouse…what we had was over a dozen enthusiastic guests participating in a tasting at the brewpub.

Cyrena Nouzille, founder and operator of Ladyface Alehouse & Brasserie, Agoura Hills CA, started this women’s education meet-up about a year ago to offer a deeper sip into beer. It’s designed for women who enjoy flavor, learning about beer, food, and the camaraderie that accompanies the worlds second oldest beverage.

It was my pleasure to have been the specially invited guest to present on the select Ladyface beers made by the very capable head brewer, Dave Griffiths, complemented by Dagoba Chocolate and Cypress Grove Chevre. Seriously. Every palate in the house was happy.

Here’s the deal: when I conduct tasting events – beer, beer & food, cooking with beer and the like – I’m interested in opening minds. An open mind is the best palate. Experimentation and tasting is the name of the game and mix and match we did.

Yes, a great time was had by all!

Yes, a great time was had by all!

Our faithful server brought out 2 beers (in small glasses) to start, as well as two cheeses to which I added a plate of chocolate. After everything was handed out and around, we got to talking about a few things:

  1. Smelling your beer. I teach techniques like Blood hound and Drive by.
  2. Tasting your beer and food together. There’s a marriage just waiting to be tried.
  3. Some HerStory & other tidbits were thrown in. Questions were raised and conversation ensued.

I know it’s a successful night when I lose by voice – and that I did! The pub is a popular place and rightly so. Comfortable, gorgeous art and design of space, and a delicious beer and food menu entice all comers.

mmmmm....

mmmmm….

If you’re in search of flavor, taste and taste some more. Visit and enjoy a local brewpub – the majority of Americans live within 10 miles of a brewery. Ask the management of pubs, breweries, restaurants and bars who carry beer to provide educational opportunities. An educated person has a more open palate, which is good for the whole merry-go-round.

Thanks to Cyrena, Johanna, Adrian (chef), crew and guests who were part of the fun Monday night at Ladyface. Already looking forward to the next time. Call on me when you’d like to have your own special tasting events.

Menu

  • Beers: Grisette, Trappistine, Ladyface IPA and Russian Lullaby
  • Cheese: Cypress GroveLambchop, Midnight Moon & Humboldt Fog + Fourme D’Ambert Bleu and Cow Milk Brie.
  • Chocolate: Dagoba Lavender Blueberry, Chai & Xocolatl

Many thanks to Cypress Grove Chevre & Dagoba for their participation.

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