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
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.
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.