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??!!
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.