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.

Comments »

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.

 

Comments »

Parade Marketing Insights

Do you ever participate in parades? If you do, you’ll want to get in touch for the outline of Parade Marketing Insights from me.

Yesterday I delivered a workshop at the invite of my local Chamber expressly addressing smart, effective & green parade ideas. In years past, the conventional and stupid (yes, I’ll say that) practice of handing out flyers and candy has been the standard.

image courtesy of Graham Lewis

image courtesy of Graham Lewis

Why? ‘Cause “people like it.” Not so if you’re looking to be smart business wise and conscientious to Mother Earth. The practice needs to be nipped all the way to the roots.

The participants who invested their time walked away with immediately useful tactics to employ – well beyond the parade focus. In fact, one of my local colleagues didn’t realize it was bent towards parade participation. They simply saw it as an opportunity to learn more about marketing. Brilliant!!

Marketing is communication. Communication creates memories and experiences which drive success and sales.

Anytime you can find education that helps you grow from a credible source for pay and for free or sponsored, GO. We all must keep learning to stay viable in our societies. The best and most credible teachers are always going to school in some way.

Thanks & cheers to a great 4th!

Comments »

The Cred of TED(x)

“We’d love to hire you, but you don’t have any experience.” – too many potential employers to count said to fresh college grads post interviews for their first jobs

“Really…you’re speaking at a TED(x) event? Well, let me see what I can do [now that I know that]…” – a few prospective clients, yet uncommitted

Ever had one of those experiences above happen to you?

What is it about credibility? What is it about supposed experience in doing something that makes the selection of someone who has not done the requested task or attempted feat all the sudden credible and desirable?

Is this starfish less credible as a starfish since it's out of water?

Is this starfish less credible as a starfish since it’s out of water?

Fresh out of college, I remember hearing that first line too much. Why are you telling me this? If you were interested enough to interview me, and go through all those hoops to do so, why did you just waste my time and yours and get hopes up only to tell me you had no intention to hire me in the first place? It’s wrong to set someone up for that kind of scenario – in all directions and for many reasons.

Innovators and explorers didn’t interview nor ask for permission. They went for it.

As a soon to be TEDxNapaValley speaker (4/12/15), it’s baffling to me that when I mention that I’ll be speaking, new found interest rears it’s head. Really, they say….well, that changes things.

How? How does it change things when one minute before we were talking about the issue I called you about, and now you’re interested. What shifted? What changed in those short 60 seconds before I shared that nugget with you?

Exactly nothing changed.

What changed in your mind is that I now have some sort of mystically attractive element. Now you want to see what them choosing me was all about. Now I’m credible.

It’s fascinating and maddening all at once.

And I’m the same person I was 60 seconds ago.

It’s like beer companies and the sales within the industry which are starting to happen more, and more publicly. The beer isn’t changing. In fact if the “smaller” company is being bought by a “bigger” one, then the beer quality may likely improve. Small isn’t where credibility lies. Credibility lies in the execution of vision of the people in the organization.

The cred of ted. I’ll circle back post event to let you know how it went and share the video.

Comments »

Smart Partnering

Today’s post is inspired by Loren Fogelman.

I’ve gotten to know Loren over the last 4+ years and am so glad for the relationship. She’s sharp, well spoken and focused. She’s taught me a lot – both incidentally and on purpose – and I was flattered and pleased to be invited by her to collaborate on a professional education series.

Loren sharing her magic at a recent workshop on Vision.

Loren sharing her magic at a recent workshop on Vision.

With 2 down, 1 to go and more in planning, here’s what I can tell you about well matched partnerships.

  1. There’s no ego involved. We both want the others’ success and know ours will come with it.
  2. They are focused on the guests, end goals, and bigger picture and possibilities.
  3. They’re big positive thinkers.
  4. They help you learn, challenge you helpfully, and are complementary to you.
  5. You bring all the same to them.

I’d encourage you to visit her site, read her book (I’ve got my autographed copy, highlighter and pencil handy while reading), and consider her services.

FYI – we’re happy to take the show on the road. Contact me to hire us to give your company and groups the high value education like this Lunch and Learn.

Comments »

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.

 

Comments »

Travel, Travel Everywhere….Upcoming Happenings Including TEDxNapaValley

Join us for the following upcoming workshops and events.

  1. Oregon Chocolate Festival 3/6 – 8/15

For the fourth year running Ginger has been invited back to conduct beer and chocolate tastings at this flavor filled festival.

Saturday: 1 – 2 pm featuring Oakshire Brewing beer + Dagoba Chocolate Sunday 2 – 3 pm featuring Standing Stone Brewing beer = Dagoba Chocolate

Pouring BeerIt’s a pleasure to fill the rooms, provide lively education about beer and chocolate as edible partners, and be at the lovely historic Ashland Springs Hotel. Fest founder and organizer Karolina and her crew put forth a worthwhile, relaxing and delicious event.

Full details can be found here.

  1. Ashland Chamber of Commerce Business Workshop 3/11/15

Dana and the team at the Ashland Chamber are putting on an afternoon of 3 business-focused sessions – full details can be found by clicking here.

Ginger will present Say What?! 10 Do’s and Don’ts To Amplify Your Marketing. Members and non-members are encouraged to attend.

  1. Business Builders workshop #2: How Goal Setting Is Killing Your Success.
IMG_2804

CiderCon Chicago 2015

Fest Ginger at Taste small Gail Oberst Powerhouse Loren Fogelman and Ginger have partnered for this big value series, with Loren leading this session. Words of Wealth started the series and #3 will be Pow!! Right in the Wallet, the Power of the Customer Experience lead by Ginger 4/9/15.

Info and registration information is available here.

  1. WESO Showcase 3/12/15

WESO is all about supporting women business entrepreneurs. For the 13th year in a row, their signature Showcase event is happening in Medford, OR and welcomes women and men who want to keep growing their business endeavors. Set up for successful education, networking, fun and support of a local charity, this free 3-hour event will be chockfull of value.

Agenda and details are here.

  1. TEDxNapaValley 4/12/15

Ginger is thrilled and honored to be among those selected to present at TEDxNapaValley 2015. The theme of the event is Redefining Success and she’s speaking about how Gender Equity supports the theme. Hosted at the Napa Valley Performing Arts Center at Lincoln Center, 14 speakers will be presenting.

Tickets and full details are available here.

  1. Marketing Beer To Women 4/14/15

Delivering signature and singular research data on the female consumer, Ginger is conducting a action packed info filled education session immediately prior to CBC this year in Portland, OR. All people and businesses that realize the enormous impact the female buyer and consumer has on the beer industry should register and attend this event. Limited seating.

Sign up today with this link.

Comments »

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

11 comments »

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.

Comments »

Staying At The Top Of Your Field

Staying at the top of your field of work means continual education. Education comes in many shapes and forms, some very easy to identify and some more ethereal.

Lisa leading her talk at SBDC, October 2014.

Lisa leading her talk at SBDC, October 2014.

Case in point: I went to a marketing workshop a few weeks back hosted by the Small Business Development Center, Medford OR. They’d brought in a national presenter who gave us an hour’s worth of Great Stuff.

Lisa Manyon, Write On Creative, shared her insights on Marketing Messages with Integrity and Messages That Matter. A few things I really appreciated about her talk were a positive can-do message and audience participatory style.

Much of long-lasting learning is hands on – at a minimum: brains on. In person, butts in seats, get up and move, talk, and in general participate. Your learning is your responsibility.

I’d invite you to look for specialists like Lisa. She’s competent, real, and helpful. Pros are always worth the attention and investment – note: Always interview your potential pros. A short (15 minute) exploratory meeting is the best first step after you’ve researched a bit and narrowed your choices.

 

Comments »

WESO = Good People

“Hooray Ginger,

Thank you so much for the spectacular presentation at the WESO meeting. [10.9.14]

We were all inspired and entertained by your content and personal awareness to becoming more present and powerful women. We left the evening with many ways and examples to improve our presentation and use of language.

Thank you again, Pia & WESO Board of Directors.

Comments »

Come Celebrate: WEB’s 6th Beerthday Party

We invite one and all to join us for a celebration on November 20th for Women Enjoying Beer’s 6th Beerthday.

It’s FREE and all guests need to register on line – here’s the link.

Come celebrate with us!

Come celebrate with us!

All ages welcome at our fine host (until 10 pm) 4 Daughters Irish Pub. They’ve been terrific clients and partners for years.

From 6 – 8 pm, we’ll be talking, laughing and entertaining the group – drink & food are on your own, though I have been known to buy a round for the room! Come see what happens.

I’ll give a fun & lively presentation at 630 pm as well.

Plus: The fun continues the next morning as WEB hosts Ashland Chamber of Commerce Greeters meeting – all welcome once again – from 830 – 930 am, at Louie’s Pub, downtown Ashland, OR. We’ll have a ribbon cutting to celebrate at that time too.

Cheers, thanks & we’ll see you there –

Ginger

Comments »

Defining “Free”

Free: not costing any money; not held as a slave or prisoner… (full definition here from our friends at Mirriam-Webster)

Free isn’t free – it’s an exchange. You’ve heard of the What’s In It For Me (WIIFM) – well, free is in that camp. There has to be a value exchange of some sort. Money, time, rewards.

'Nuf said.

‘Nuf said.

Some may argue that bartering or swapping is free. It’s not. It still requires an exchange – of time, expertise, money, supplies. Whatever is of value is included in the transaction.

So when people ask for free advice, beware. Adrienne sums it up – spot on. Read about her “No, You Can’t Pick my Brain” here. She’s got a gratis preview copy you can download. If it speaks to you, if you find yourself shouting YES!! to the space around you, reference it, use it, and share it forward. That’s the exchange that makes it worth your while and hers to exercise the activity.

If it doesn’t speak to you, you need to buck up and understand value. Value is part of the exchange. “Free Advice” isn’t free to give if your product is the expertise and advice requested of you and the invaluable knowledge you offer. Said another way, would you NOT pay an architect for the conversation? Would you NOT pay the medical specialist for the consult? Of course not – you need to put forth equal investment, as they have spent years acquiring the knowledge you seek and rely on.

Free means being able to say yes, no and negotiate – on your terms. Free is not something for nothing. Authentic respect demands a value proposition that works to mutual benefit and reward.

Yes, you can pick my brain for a price. Just as I pay the grocer for my food, the landscaper for design work, and the insurance agent for my policy. My brain is your resource. Therein lies the value.

By the way: Adrienne is launching a Pick My Brain Tour. Details here. Hope to see you there.

Comments »

What I Learned at the GABF This Year

The Great American Beer Festival is truly remarkable. It’s not in any way run-of-the-mill…unless the “mill” is an extraordinary machine of success.

It was my 12th ( I think) year attending the GABF. Over the years I’ve helped pour beer for a brewery, taken it in as media, and vended. This year included vending and being a media cred holder. Kudos to our famazing crew who made the WEB booth rock and roll: Diane G/Captain, Darcee/Cashier & Sales, Wendy/Sales, and Sarah/Sales. They made it all possible – thanks!

WEB crew ready for the throng of GABF'ers

WEB crew ready for the throng of GABF’ers

I learned from them that perspective can be too close to our own noses. We need to get other people engaged in what we do and try to best communicate what we can. Then we need to listen as they tell us in return what they know and heard. It’s a practice I totally enjoy and learn from – listening to one of my Fine Crew talk about WEB with others. It’s helpful as I pick up various ways to talk about the business and techniques of sales, conversation, and communication.

Learning was everywhere you could turn your head if you so desired. The Farm to Table event was uber tasty this year – extra fun was had since I have frolleague Kellie with me, meeting, eating, laughing, and talking. The Beer & Food Pavilion is an area of (minor) respite to listen to accomplished folks educate, people like Beervangelist Fred and Sarah Amorese of Piece, Love & Chocolate. The Pro-Am booth had beers created by homebrewers and brewed on pro equipment available for tasting – and up for an award too.

That’s just the tip of the jockey box too. The GABF affords enough happenings to keep you busy from when you arrive til last call. Grooving to the Silent Disco, sponsored by Oskar Blues, is a personal fav!

I’ll be back with more information on GABF and American Beer. As a credentialed member of the media this year, the Brewers Association and Visit Denver took very good care of us – making sure we had full and easy access to a wealth of educational information.

Keep learning no matter where you go and what you attend. I encourage you to thank those who organize and plan, execute and clean up well run events. Being savvy to their efforts makes the learning all the more rich.

Comments »

Marketing Beer To Women

This afternoon found 26 guests, 9 hosts and myself at our Marketing Beer To Women workshop. We’re holding them pre-CBC and pre-GABF to really deliver useful insight on how to successfully market to the most influential population on the planet: Females.

These workshops are free with a refundable deposit required to hold required reservations – making sure we’re both vested in the event. The first time we held it we had all 40 show; today 25 of 26 were present and listening.

Here’s the deal in marketing to women:

1. Females make up the majority of the human population.

2. Marketing is communicating. You better know how to communicate with all the target markets you wish to engage.

3. It’s about opportunity – not gender.

WEB was launched 6 years ago. I looked around and wondered “why aren’t more women enjoying beer?” That seemingly humble question has propelled and motivated us to delve into that question and the myriad replies and insights women want to share.

Black Shirt Brewing taproom

Black Shirt Brewing taproom

In 2012 we offered a voluntary Women + Beer Survey – over 240 women all across the North American continent replied with heartfelt and specific input. I could tell they were felling *finally!!* some one is asking me what I think about beer. The flood of input was encouraging, fascinating, incredible, and useful. (here’s a link to the original post)

Marketing beer is about knowing your audience and clientele, as is marketing for all goods and services, organizations and associations. Know your market. Pursue it correctly. Have fun and be successful. In that order. The workshop today covered a lot of ground, based in our qualitative research an don specific Women + Beer survey reports.

  • Thank you to The Neenan Company for their First Pint sponsorship – all attendees were treated to a fresh beer at the workshop.
  • Thank you to Black Shirt Brewing for being our host location. Carissa, Chad, Mary, Casey and crew were on top of things, have a clean brewhouse and taproom and it was a conducive space for education.

Call on WEB when you’re ready to skyrocket your success in marketing to women. We’ll come to you, educate, enlighten, assist your internal and external growth. After all, we’re about Bringing Beer To Life.

Comments »

GABF 2014

Wow – it’s already around the corner: Great American Beer Festival 2014.

Welcome to GABF 2014!

Welcome to GABF 2014!

If you’ve never been and are headed there for the first time, welcome to the crazy, tasty fray! Bring a water bottle to refill and hydrate between delicious beer, eat a solid meal shortly BEFORE you arrive, and practice moderation. It’s for everyone’s enjoyment and drunkenness isn’t appropriate nor the gist of the fest. The fest is for everyone – not renegade’s overdrinking & ripping around and ruining it for others.

We invite you to come visit our Women Enjoying Beer booth – space P7 this year. It’s a bright orange, lit up booth where we’ll be glad to help you find high quality goods to wear and share. Women’s & men’s goods, caps & hats, signs and goodies.

With so many choices for your wallet, GABF proves to be a zinger. It’s a at-least-once-in-a-lifetime event to take advantage of. Friends familiar and to meet, colleagues, pros, homebrewers, vendors, and volunteers. World class events take a mammoth effort and it’s one we look forward to annually.

WEB will also be hosting our weekly BeerRadio program from Black Shirt Brewing Wednesday 10/1 6 – 7 MST. The taproom opens at 5 so feel free to come by for a fresh beer and watch the show in progress.

See you in Denver ~

Visit the GABF site here

Comments »

Beer & Glassware

Last spring I attended a Spiegelau Glass Class at the Craft Brewers Conference. I went to the session since My Fine Husband had noticed it, had hoped to go the previous year, was unable to locate last year and then had a conflict in going this year (drat!). So I went.

And I was blown away.

I knew that glassware influences beer and our experience with it. I had no idea how much until the session leader got up and got cranking. WOW! What a ball of energy and knowledge, good humor and passion. It was hands down one of the best presentations I had ever seen at this conference. Period.

Consider your glassware

Consider your glassware

Having shared a bit before, I want to share some more today – insights and thoughts about how we think about glass and glass ware and how it relates to our beer.

  • Spiegelau has been in business 500 years, with the parent company of Riedel
  • They call the ubiquitous and worst-shape scenario beer glass (tapered pint) a Joker
  • Ask: Is your glass designed to hold aroma?
  • Ask: what makes glass different, one kind or brand to another?
  • Answer: Quartz
  • Iron oxide in quartz will give the glass a green cast
  • Ultra pure quartz makes ultra thin glass
  • Think about: thermodynamic equilibrium
  • Humans have preconceived notions of how something works based on what it looks like.
  • Humans agonize and analyze.
  • In glass, microns are like miles
  • Spiegelau is cut from molds with lasers then polished
  • If your glass is bad, it’s not the beers fault.
  • Aroma in glassware needs to be harnessed or regulated

And as the speaker summed up the presentation with a very special feature glass (the Stout Glass, ala Left Hand Brewing and Rogue), these were prescient words:

“This is the status quo being changed.”

Cheers to that.

Comments »

2014 Marketing Beer To Women Workshop: Invite

Immediately prior to GABF this fall, I’m giving another free workshop that specifically addresses marketing beer to the world’s largest and most influential population: Women.
Free Marketing Beer To Women Workshop, pre GABF

Free Marketing Beer To Women Workshop, pre GABF

Ready to step up your marketing to successfully address the primary buyers of all goods and services in America? Reserve your seat today. If you’ve been to my presentations before, you’ll know they are lively, full of immediately usable information, well worth your time and will help you increase your business. Ask those who attended the sold-out one pre-CBC this year if you wish….

With the continued growth of the industry and increased choices for the consumer, you need to know how to reach the most valuable buyer around: Women.
Women + Beer = Success. If the goal is 20% market share of small American Brewers by 2020, it’s time to look at the population that will support this growth: women. There’s still much to do to totally tap into the female beer buyer and consumer with full respect to their brains and taste buds. The 20/20 Vision would include seeing women in every phase and facet of your brand development.
The workshop is free and space is very limited. Serious people are invited to contact me directly (not Black Shirt Brewing) to save your seat. This event is for professionals in the industry: breweries, distributors, vendors, growers, suppliers, retailers, journalists…. everyone who has a vested interest in marketing to women correctly.
Details:
Wednesday October 1st, 2 – 4 pm.
Black Shirt Brewing, 3719 Walnut Street, Denver CO
FREE!
Beer: Thanks to The Neenan Company, all attendees will get a free fresh First Pint of Black Shirt beer.
Buy your own additional beer & food (to each, your own tab!) – there may be a delicious food truck available…
RSVP’s required, limited seating
Call Ginger to save your seat 515.450.7757 PST, week day daytime calls only, no emails
First reserve, first sat. We’ll create a wait list as necessary – and it’ll fill up fast.
Neenan JPG LogoThe workshop will include information from reports based on the 2012 Women + Beer Survey, immediately useful marketing beer to women insight, and there will be plenty of time to ask questions. Please be prompt.
Thank you. See you soon –

Comments »

Energy Source = Women + Beer

What’s your energy source? Where do you get the gumption to get up and move, shake and otherwise make the world a better place?

My money’s on women and beer. Two universal aspects of Life On Earth, these two everyday and everywhere ‘things’ are what drives me forward.

OBF: Women + Beer = success

OBF: Women + Beer = success

Women and beer were more than prevalent in some recent travels too. First at the 2014 Oregon Brewers Festival, Portland OR. This festival is a massive one, with tens of thousands of guests roaming the breezy Tom McCall Waterfront Park in the heart of The City Of Roses.  Not only do masses of guests descend, the workaday folks in downtown as well as locals show up to support, sip and enjoy.

Women make a healthy amount of the guests attending. And why wouldn’t they: Flavor is for everyone. Beer is not a gender drink, it’s global and meant to be enjoyed by all.

Next, Toronto’s Festival of Beers, Toronto, Ontario, Canada. What a joy to get to be at this festival, work it and work with the organizers and guests. The TFOB is a gathering place, for again, tens of thousands of revelers in a comfortable setting at the Bandshell Park, Exhibition Place in

Fun & Flavor Lovers at TFOB, Snowman Brewing booth

Fun & Flavor Lovers at TFOB, Snowman Brewing booth

Toronto.

Last year we lead a Cooking with Beer session in the Grillin‘ Tent; this year I was invited to lead 9 various tasting tours, Trails, we called them, for guests – walking tasting tours covering unique flavors, ciders, and gluten-free choices. Education makes the work go round and it was certainly moving at TFOB!

Finally (at the moment!) onward to Mandalay Bay Resort and Casino, in sparkling Las Vegas, Nevada. It’s obvious females make between 75 – 85% of all purchases, as there are always lots of women in Las Vegas taking advantage of all the opportunities to be had there. Sarah Johnson, an incredible quiet and constantly moving forward force at Mandalay Bay, gets it. Check this out.

Women and beer. You can bet your top, middle and bottom dollar it matters to include women in the conversations. She’s a flavor lover, an adventurer, and ready to jump in.

Cheers to women & beer, OBF, TFOB & Mandalay Bay –

Comments »