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.