31 Facets of Women & Beer: Facet #11

What’s on tap is Facet #11.

  • What beers do you offer to your female (and male) consumers?
  • Is it a broad range of styles, flavors, and alcohol levels?
  • Is it narrow and stylistically tight?
  • Does it vary greatly or stay within specific boundaries?

What beers you choose to offer will help either attract or repel women. And it’s important to know what you are all about: what beers or kinds of beers do you want to be known for.

  • Are you a barrel house – and so only offer barrel aged beers
  • Are you a one brewery house – and so only offer that breweries beers
  • Are you a multi tap location – and offer oodles of different beers all over the map

What beers do you offer?

Whatever it is you choose to be, be consistent. Even if you choose to vary the beers all the time, consistently do just that. Constancy to purpose is important to her so she knows who you are, what to expect and what to look forward to.

Disappointing customers by being out of a signature beer may happen – however, it’s not god to be out of a standard (seasonals or specialties are different). Have a close substitute available if this does happen. She wants a level of dependability in her establishments. Indeed, consistency is what builds or destroys brands.

Your beer selection can be something she is happy to depend on. Encourage here to depend on you.

31 Facets of Women & Beer Series starts here

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31 Facets of Women & Beer: Facet #9

Taking her money should be easy for her. Since she spends 80+% of American dollars it should be simple and enjoyable for her to pay you for your beer.

Gladly accept the currency you do – making it very clear what you do in fact accept.

  • Cash is queen – we’ll assume everyone takes cash. And if we’re wrong, you should.
  • Checks – up to you (we certainly do). We’re amazed at how many people still carry a checkbook, especially women who carry purses. There’s room and it’s still an option for many. We gladly take them because if a check is convenient for her, it’s convenient for us.
  • Credit cards – pretty ubiquitous; they’re everywhere. Usually a great choice.
  • Debit cards – really no different from a check, simply with the electronic transfer vs. paper payment.
  • If you only take cash, be very sure anyone on the serving or sales side is up front and tells her this right away. “Just so you know, we’re glad to accept cash as payment – sorry, no plastic or checks.” Get it out of the way so there’s no awkward moment.

However you do it don’t you dare charge an extra fee for her to use a credit card. Since when does the merchant dictate how the consumer should spend!? This is seriously offensive. Build credit card costs into your business model. Charging an extra fee for her to use a method to buy something from you and support your business is backasswards.

Make it easy, make it acceptable, and smile while you’re doing it. ALWAYS with a thank you.

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31 Facets of Women & Beer: Facet #7

Facet 7 is One on One Interactions per women and beer. This has a few facets in and unto itself.

1. One on One interaction of a woman and her beer. Very personal, no external conversation need take place.

photo by Kate Parks

2. One on One interaction of a woman and her beer seller. Whether it be at the store, pub, or bar. She wants to have some sort of relationship with the seller to build her knowledge of beer.

3. One on One interaction of a woman and a brewery. Whether she’s a regular or a one time visitor, she wants to feel good about the interactions that transpire on the production of the beer.

4. One on One interactions with a woman and the people she’s enjoying beer with. Who are they, did she choose them, did they choose her, does she want to stay or go?

It all starts and ends with #1. Always remember: it’s about her, not you or your brand. Start and end with her.

31 Facets of Women & Beer Series starts here

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