Over the yeas I’ve been asked a number of times: So, how do I put together a women’s beer group?

Today’s the day I want to shed some light on successful components to planning and executing a women’s beer group.

  1. Education has to be the primary purpose. Educating a new segment in a population to an idea must drive the endeavor forward.
  2. Single gender education has some unique benefits so do it right. Full respect, no pandering or pinking and by all means make sure it’s worthy of the time you put into it.
  3. Title: this is the easiest and toughest for some people. What do I name it? Easy: use the words “Women” or “Females” for starters. Simple and descriptive rule the day here. Check to make sure the name you think you want to use isn’t being used by others as well (trust me, says the logo-infringed upon business owner). If it is, think again for another choice.
  4. A well planned women + beer group is a smart investment for businesses who want to properly attract more women to beer.

    Conversely, never use denigrating or less-than-full-respect terms for women & beer: babes, broads, girls, chicks, and all other ilk of slang terminology holds everyone – and beer – back.

  5. A regular schedule is in order to get any sort of momentum. Whether you design a 3 part series or year round program, hold it consistently – day wise, time wise, location wise. Consistency builds brands.
  6. Charge guests for it. Part of the value proposition includes monetizing the education. Create a budget expressly for this effort and follow it. More guests will show up and take it seriously when you have a fee attached. $$ = investment of time and effort for everyone.
  7. Provide goodies. Free doesn’t make the world go round, but goodies can. I often get small glasses in tip-top shape at the thrift stores, put my vinyl stickers on them and give them away at tastings. Meaningful mementos of use are a great incentive and fun for all.
  8. Invite select media and press to attend, one at a time. Make M&P seats as valuable as the others. Budget 1 seat per event for proven press pros to enjoy, record and report. Show them a good time – just as you do all your guests – and do not expect glowing press in return. The job of the press is to report, as they see fit professionally to do so. Give them a good story and news they can use.

This gets us started today.

Want more tactics and strategy on how to put together a women’s or men’s or general beer enthusiasm group? Call me. I can help.

Categories: Assumptions & Myth Busting, Beer, Events, Women and Beer
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