Marketing Beer To Women

This afternoon found 26 guests, 9 hosts and myself at our Marketing Beer To Women workshop. We’re holding them pre-CBC and pre-GABF to really deliver useful insight on how to successfully market to the most influential population on the planet: Females.

These workshops are free with a refundable deposit required to hold required reservations – making sure we’re both vested in the event. The first time we held it we had all 40 show; today 25 of 26 were present and listening.

Here’s the deal in marketing to women:

1. Females make up the majority of the human population.

2. Marketing is communicating. You better know how to communicate with all the target markets you wish to engage.

3. It’s about opportunity – not gender.

WEB was launched 6 years ago. I looked around and wondered “why aren’t more women enjoying beer?” That seemingly humble question has propelled and motivated us to delve into that question and the myriad replies and insights women want to share.

Black Shirt Brewing taproom

Black Shirt Brewing taproom

In 2012 we offered a voluntary Women + Beer Survey – over 240 women all across the North American continent replied with heartfelt and specific input. I could tell they were felling *finally!!* some one is asking me what I think about beer. The flood of input was encouraging, fascinating, incredible, and useful. (here’s a link to the original post)

Marketing beer is about knowing your audience and clientele, as is marketing for all goods and services, organizations and associations. Know your market. Pursue it correctly. Have fun and be successful. In that order. The workshop today covered a lot of ground, based in our qualitative research an don specific Women + Beer survey reports.

  • Thank you to The Neenan Company for their First Pint sponsorship – all attendees were treated to a fresh beer at the workshop.
  • Thank you to Black Shirt Brewing for being our host location. Carissa, Chad, Mary, Casey and crew were on top of things, have a clean brewhouse and taproom and it was a conducive space for education.

Call on WEB when you’re ready to skyrocket your success in marketing to women. We’ll come to you, educate, enlighten, assist your internal and external growth. After all, we’re about Bringing Beer To Life.

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Beer & Glassware

Last spring I attended a Spiegelau Glass Class at the Craft Brewers Conference. I went to the session since My Fine Husband had noticed it, had hoped to go the previous year, was unable to locate last year and then had a conflict in going this year (drat!). So I went.

And I was blown away.

I knew that glassware influences beer and our experience with it. I had no idea how much until the session leader got up and got cranking. WOW! What a ball of energy and knowledge, good humor and passion. It was hands down one of the best presentations I had ever seen at this conference. Period.

Consider your glassware

Consider your glassware

Having shared a bit before, I want to share some more today – insights and thoughts about how we think about glass and glass ware and how it relates to our beer.

  • Spiegelau has been in business 500 years, with the parent company of Riedel
  • They call the ubiquitous and worst-shape scenario beer glass (tapered pint) a Joker
  • Ask: Is your glass designed to hold aroma?
  • Ask: what makes glass different, one kind or brand to another?
  • Answer: Quartz
  • Iron oxide in quartz will give the glass a green cast
  • Ultra pure quartz makes ultra thin glass
  • Think about: thermodynamic equilibrium
  • Humans have preconceived notions of how something works based on what it looks like.
  • Humans agonize and analyze.
  • In glass, microns are like miles
  • Spiegelau is cut from molds with lasers then polished
  • If your glass is bad, it’s not the beers fault.
  • Aroma in glassware needs to be harnessed or regulated

And as the speaker summed up the presentation with a very special feature glass (the Stout Glass, ala Left Hand Brewing and Rogue), these were prescient words:

“This is the status quo being changed.”

Cheers to that.

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CBC DEN 2014

Got it?

Craft Brewers Conference. Denver, Colorado, USA. 2014.

The world abounds with acronyms, abbreviations, and initialisms (seriously, check it out). How we speak with each other is often rife with at least some of these on a daily basis.

Some are fun – ASAP. PBR. CBC.

Which brings me back on topic. As soon as possible, April 8 – 11 to be specific, a large portion of the professional beer community will descend on Denver, Colorado for the Craft Brewers Conference, aka CBC. (see, there we go again….).

It’s a humdinger of a conference for many reasons.

  1. Attendees come from all over the globe. This year will be the biennial World Beer Cup awards as well, which definitely skyrockets the global representation.
  2. The many tracks and seminars, workshops and events that happen as part of the conference proper as well as unofficial yet anticipated pack the days full of learning, networking, relationship building, and visiting.
  3. The variety of talent speaking and presenting is impressive – from the seminars to the trade show floor. If you want to get questions answered, here’s a great place to do so.
  4. It can be overwhelming for some, since there’s so much going on. You really have to know how to strategically plan your trip. Get lots of sleep in advance, bring a refillable water bottle, and plot your schedule.
Corkie Odell, Odell Brewing, at a previous CBC

Corkie Odell, Odell Brewing, at a previous CBC

It’s super easy to get distracted and if you want to go that route, go for it. Planning will usually yield better, more productive and meaningful results.

I’ll be there again hosting a meet-up for professionals, holding a Marketing Beer To Women workshop and presenting as part of a panel during the CBC. Go through the site to find out what’s going on.

Education and ongoing professional development are critical to progress and idea sharing. It’s also sometimes the last thing we put on the list to invest in, when it should be a list topper. Support, insight, camaraderie and relaxation make us all better in the short and long run.

See you there and then.

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Great Friends

Doug, Steve & Larry

Doug, Steve & Larry

Here we are – about 3400 of us (record year) – at the Craft Brewers Conference. Breathe it in – it feels GREAT!

It’s the annual craft beer industry gathering – full of seminars, conversations, great people, quality beer, opportunity and fun.

Last year I had the pleasure of addressing the group ala What About The Other 50%?! Developing And Serving The Female Beer Enthusiast. It’s fun to hear from people at the conference this year, whom I met last year, commenting on having attended my session.

The BA does a super job at picking presenters and I did not make the pool of speakers this year. Sigh. Nonetheless, I’ll try again next year. And I did get a media pass – which means I have tons to share to help spread the education forward (and for which I am very grateful).

So onto another big day of learning, meeting, reconnecting and building new relationships.

Cheers from Chicago!

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Windy's Good

streets of Chicago

streets of Chicago

Here I am  – in the Windy City – otherwise known as Chicago, Illinois, USA. Why?

The Craft Brewers Conference and Brew Expo happens Wednesday night through Saturday pm with the cherry on top being the World Beer Cup awards announced at the Gala Saturday night.

Already ran across – or rather intersected on the sidewalk – Bob Pease, Chris Pryor, (saw Paul Gatza) as well as the fabulous Simon and Roger, Alex, Stephen….who else? Well, there will be lots of opportunity to see all the fine folk of the brewing community.

There will be some we’ll miss – Jennifer, Rebecca, Rebecca (yes, two different ones), Brian, Rhonda, and others.

So I best get some good sleep tonight as the Briess malt plant tour leaves the city at 630 am, returns around 1030 tomorrow night.

Tough job, I know….

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Day 4

p10202561Thanks to Erik for posting on the days events April 24th – appreciate it.

Check out our comment banter on his blog for a little more…I always appreciate those who engage in dialogue vs. monologue.

I’d agree with you again Erik in that I wish there had been WAY more time to go in depth. This is the proverbial and literal tip of the tip of the iceberg.

Let me know when we can connect, Erik – the beers will be on me.

Cheers!

One comment

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Still On Adrenaline

WOW!

The Craft Brewers Conference is over for 2009 – and the pulse goes on. What an incredible experience to enjoy the company of so many remarkable people, quaff great beers, eat sea shore fare, and really connect.

Oh – and the fact I got the opportunity to present which was fantastic! “Where’s the Other 50%?! Developing & Serving the Female Craft Beer Enthusiast (Consumer) Market” I’ve gotten positive, specific feedback (more always welcome if you were in the room for it).

So for the moment – whilst I do a bit of catching up, THANK YOU!

Prolific & hearty thanks to all the attendees who were open to meeting, talking, conversing and in general keeping the Craft Beer movement healthy and going forward.

Check out my CBC Special package here. I’ll be putting together another pricing offering – a Guild focused package to help guilds offer more to their membership and further the cause. Inspired by Tom McCormick & Steve Parkes & Heather McClung & Dave Coy.

Call me and tell me how I can be of service in helping your brewery (yours or the local one you support) develop the female craft beer consumer market share.

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Back On The Beer Track

p1000317

I’ll be getting home from the Craft Brewers Conference today – most likely all revved up from great time spent with engaged switched on people and good beers. And seafood and fresh maritime weather. And lots of walking and laughing. (Little sleep I imagine).

Like Maureen says, “Beer is really good.”

So bear with me as I get back on track in the next day or two. Thanks.

For now, keep in mind – know your market.

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CBC Conference Special

For those of you attending the CBC this coming week, here’s a special deal.

Free Audit Of Your Business per Marketing To Women
Included with the consult of marketing your brand to women and all surrounding consultation services as well as travel, lodging, food & beverage expenses. (We’ll work out details in a letter of agreement.)

The Free Audit is a comprehensive look around your facilities, all areas of your operations and business; discussions with any staff; any and all discussion; synopsis of audit.
The Consultation is the plan of action after the audit has happened. The Consultation fees will be calculated on an hourly or project basis in advance, depending on the size of your facilities and what we specifically agree to work on together.

For example, if you have a smaller brewpub and want that facility to be evaluated and reviewed, then the walk through will be free (audit part) the consultation based on that walk through /audit will be what is charged. The consult includes professional suggestions, recommendations, an organized report of the audit, and follow up and follow through per the audit and consultation.

In essence it’s a buy one (consultation), get one free (audit).

Also – please know there is no nickel and diming. Follow up and follow through are critical elements to your success and I ensure that we take care of all agreed upon punch list items to satisfaction.

This special is available for three full months+ after the 2009 CBC (until end of July 2009). A deposit of most efficient and reasonable calculated travel expenses will be due before my arrival to your place of business (think of earnest money/down payment), the rest due upon completion.

Here’s an extra incentive.

If you pay for all services in full by the end of our on site audit & consultation, take another 10% off the final bill. You can therefore get the free audit AND the free presentation AND an additional 10% of the agreed up on figure, which we establish before I arrive, before I leave. You know how much it will be, you provide the down payment, I provide the full services agreed upon and you have the opportunity to save an additional 10% off the final bill. If you choose to pay after I leave, the balance is due net 10 – cash or check.

One final enticement – When you book the CBC Conference Special, I’ll provide (when on site) a FREE presentation to your group (of your choosing – company/employees/vendors/suppliers/any combination) The Power Of The Customer Experience. This is a $500 value, 1.5 hour engagement as a thank you for utilizing my services. The Power Of The Customer Experience is a refresher and reinforcer which covers best practices, dealing with less than ideal customers, good experiences, bad experiences, the customer is always first and more. It’s a lively, interactive, provocative and entertaining way to provide professional development.

Any referrals are greatly appreciated and also rewarded (case by case basis).

Book it, Dano.

Thank you – Hope to see you in Boston.

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Hats Off To Hops

Here’s to Mark and the crew at Summit for their latest con-hoption. Check it out.

p1020082Mmmmmm…makin’ my mouth water…..need to get some…

Summit was a site of one of my intitial focus groups addressing women & craft beer & marketing to them. I got in touch with Mark, he put me in touch with Carey, and Voila! The gorgeous ratskeller was available to utilize.

Thanks again! Hope to be there again soon (and maybe see you in Boston).

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