Is that most of them think they are doing great. They can’t make enough beer to meet market demand. They are up to the tops of their rubber boots just making the beer and getting it to market. So what’s the problem?
What they’re not thinking about is that with women as the dominant everything buyers (across categories) will be the future of their brands.
According to Gallup, the majority of men who drink alcohol drink beer. They also state that of women that consume alcohol only about 25 – 30% drink beer.
So why are companies and supposed beer smarties saying “we should look at Hispanics” or “we should look at 21 – 35 year old men.” I’m absolutely convinced that in order for the “small craft” brewers to get to the desired goal of 20% market share by 2020 the answer is Women. How could it be anything else?
With 70% of women not drinking beer, it’s an avenue any beer business must sincerely explore and address. Start with how the human population first divides – by gender, not ethnicity – and you’ll come out ahead. People are people, women and women, men are men. Everywhere.
Once you know how and why a woman makes a decision, THAT’S when you can make progress. Beside WEB, no one is asking these questions, in specific very few beer businesses are considering women as a powerful population.
Thank you to the clients and customers we have already worked with, who call us ongoing for our insight and expertise with their increased business success, and those who support us. (Please visit our Endorsement Page to see what some of our fantastic clients have to say.)
When you support WEB, you support women. And you end up being more successful yourself.