Here’s (yet) another example of the mark missed in marketing craft beer to women.

Here’s what’s good about it:

  • Dedicated effort aimed at women and beer
  • Professionals who happen to be women are involved
  • Apparently wanting to cater to women

Here’s what’s still off about it:

  • Call/label/title them ‘Women’ or ‘Females.‘ Research shows that these two terms are universally acceptable. “Ladies Night” – what does that make you think of? A bunch of intelligent beer savvy women or a dark dingy bar with questionable men lying in wait for the women to show up… Do you host “Gentlemen’s Nights”? Get rid of Ladies Night.
  • Pink is for barbie, Victoria Secret and Breast Cancer.** Female consumers, once again based in research across the country of average women, don’t want their products pinkified. We don’t market men’s products with baby blue. Remove the color from beer. Maybe we should call them ‘boys’ instead to keep up with ‘girls’ groups…..
  • “…two women were brewing a beer that will likely cater to many female customers. The light, lager-style ale is low in alcohol and hops…” Likely?? Really?? Did you ask them first?? I’m almost speechless. Who says that women want this kind of beer? The inference is dangerously off. Seriously, this is what sets us back the most. All people enjoy all kinds of flavor, whatever your gender is. Yes, women and men enjoy a lighter bodied style of beer sometimes (for some it’s never, for some it’s always) but to intentionally perpetuate this bad and incorrect stereotype for all women is wrong and insulting. Lump your own tastes or what you may think your local market share is but don’t put all of any thing in one box. It don’t fit. Do the research to really find out the correct answers. I can tell you first hand that many, many West Coast women want and demand a hoppy, bitter beer…

The majority of the population on the planet are female. Women directly and indirectly affect fully 80% of purchasing decisions. In all categories.

If you want to build market share in any business, good or service, wake up and smell the beer. Ask women what they want before you assume or put your own opinions on them with out asking them first. Seriously, how is this not obvious??

**Hundreds of female consumers all across the country share they do not want products marketed to them in the color pink. They state clearly in research focus groups  that the use of pink is effective and appropriate for those brands that already own it: Barbie, Breast Cancer, and Victoria Secret.

Categories: Assumptions & Myth Busting, Beer, Marketing, Something To Think About, Women and Beer
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7 Responses to “Still Not "Getting It"”

  1. Carla

    Just saw another Pink beer today and you read my mind. A whole lot more marketers need to read this.

    Cheers.

    Reply
  2. Joe

    How do you feel about Pink Boots Society, other women’s groups like Charlies Angels, LOLA, and the title “babe”?

    Reply
  3. Ginger

    Thanks Carla – Not just marketers, all business owners, manufacturers. There are some craft brewers who are in serious need of adjustment as well. Good grief! g

    Reply
  4. Ginger

    Joe – PBS (Teri and I have talked about equating color and ideas): is focused on developing the industry professionals as their main mission I believe. Still think it’s a poor choice, although understand her reasoning as it was meant with respect in Teri’s case.
    Did you mean “Barley’s Angels”? Why equate any kind of sexist label is off the mark and denigrating (because face it it’s a play on words where in females were the objects, er subjects).
    What people, businesses and brands have to remember: business is about the customer, not the business.
    Babe – if you ask the hundreds of women I’ve talked to, the vast majority say they don’t want any kind of objectifying title, period. Women, Females are good. Cinzia and Sue at Lefthand got it right: Ales 4 FemAles (although there are clearly all beers, not just ales).
    It’s not what I think, it’s the voice of the every woman, every consumer woman, that WEB represents and carries their input forward.
    Leave pink to brands that do it well; Breast Cancer, Barbie & Victoria Secret.
    Do they market men’s stuff in baby blue?

    Reply
  5. Joe

    Thanks for the response. What do you think about including transgender people in the discussion? Good points. Cheers.

    Reply
  6. Ginger

    Everyone is welcome, regardless. Our specialty is women, and we know it’s important to both focus and welcome everyone. Cheers – g

    Reply
  7. Pink Beer ... You Know, For The Girls | Brookston Beer Bulletin

    […] keep ranting, but I think Ginger Johnson from Women Enjoying Beer said it best in these two posts: Still Not “Getting It” and Marketing Beer to Women, Part 4: No […]

    Reply

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