Ginger Johnson Releases Trailblazing New Book on Marketing Beer to Women
Women Enjoying Beer founder to host book-release event at Portland’s famed
Ginger Johnson, founder of Women Enjoying Beer, is releasing a comprehensive new book that instructs beer-industry companies on how to properly market beer to female consumers.
The book — How To Market Beer To Women: Don’t Sell Me A Pink Hammer — is a first-of-its-kind and valuable how-to book for the modern beer industry.
The book’s insights are based on surveys Johnson conducted with female beer drinkers and Johnson’s eight years running Women Enjoying Beer, the nation’s only female-focused beer marketing company.
Johnson wrote the book to fix a shortcoming in the beer industry.
“I wrote this book,” Johnson says, “because beer companies don’t completely and respectfully market beer to women. They are incredibly overdue in realizing they must reach out to women with a dedicated effort. It’s not about pinkifying – that’s pandering. It’s about acknowledging with full respect that you want female beer drinkers to be your customers.”
“Women in America make 75-85% of all purchasing decisions,” Johnson notes, “and they can make or break beer companies. So it’s time for beer makers to retire the old sexist and juvenile jokes and get serious about beer and women. If they don’t, they’re missing a huge opportunity.”
On Wednesday, October 26 from 5-7 PM, Johnson will host a book release event at Portland, Oregon’s Belmont Station (4500 SE Stark St.). Johnson will read excerpts from her book and discuss its findings, and answers questions on how brewers and beer-focused businesses can boost their efforts in marketing to female beer consumers.
Admission to the event is free, seating is limited and books will be available for singing and purchase ($49) at the event. Reservations are required and can be secured by sending an email to [email protected] or calling 515.450.7757.
“In 2008,” Johnson recalls, “I looked around and wondered why more women weren’t enjoying beer like I was. That moment was the catalyst for my company and it has driven me ever since. The enjoyment of beer has been foundational to the development to the United States, and it’s a damn shame the beer industry has yet to fully recognize and address women as beer enthusiasts.”
Numerous beer-industry companies have benefited from Johnson’s expertise.
“I see women filling our stores every day, buying all kinds of beer,” says Rob Hill, New Business Development Director for Total Wine & More. “This is a reality to be understood and not ignored. Ginger’s passion and expertise for this historically misjudged consumer segment pour out of the pages of her new book.”
“Let’s face it,” says Hugh Sisson, founder of Baltimore’s Clipper City Brewing, “the craft beer industry – and the beer industry in general – has tended to overlook the female side of the market. Ginger Johnson is not only adept at educating brewers to open their eyes to this under-served market segment – she also gives brewers practical ways to reach this enormous audience.”
How To Market Beer To Women: Don’t Sell Me A Pink Hammer can also be purchased here.