The Problem With Beer Companies

Is that most of them think they are doing great. They can’t make enough beer to meet market demand. They are up to the tops of their rubber boots just making the beer and getting it to market. So what’s the problem?

Shannon, 3rd Generation Distributor, one of our valued client partners.

Shannon, 3rd Generation Distributor, one of our valued client partners.

What they’re not thinking about is that with women as the dominant everything buyers (across categories) will be the future of their brands.

According to Gallup, the majority of men who drink alcohol drink beer. They also state that of women that consume alcohol only about 25 – 30% drink beer.

So why are companies and supposed beer smarties saying “we should look at Hispanics” or “we should look at 21 – 35 year old men.” I’m absolutely convinced that in order for the “small craft” brewers to get to the desired goal of 20% market share by 2020 the answer is Women. How could it be anything else?

With 70% of women not drinking beer, it’s an avenue any beer business must sincerely explore and address. Start with how the human population first divides – by gender, not ethnicity – and you’ll come out ahead. People are people, women and women, men are men. Everywhere.

Morgan & Sarah, Left Hand Brewing, valued client partners

Morgan & Sarah, Left Hand Brewing, valued client partners

Once you know how and why a woman makes a decision, THAT’S when you can make progress. Beside WEB, no one is asking these questions, in specific very few beer businesses are considering women as a powerful population.

Thank you to the clients and customers we have already worked with, who call us ongoing for our insight and expertise with their increased business success, and those who support us. (Please visit our Endorsement Page to see what some of our fantastic clients have to say.)

When you support WEB, you support women. And you end up being more successful yourself.

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Beer In Bismarck: McQuade’s & Women Get Together

There are great people everywhere. I truly believe that.

And when I get to work with and around them, it makes it all for motivating.

63 terrific enthusiasts ready to taste beer + food at McQaude's

63 terrific enthusiasts ready to taste beer + food at McQaude’s

Last weekend found me participating in a women + beer event in the lovely state of North Dakota, at the McQuade Distributing Company HQ with 3rd generation company president and very inspiring person, Shannon McQuade-Ely.

Shannon and I have worked together before and it was with particular relish and enthusiasm I was asked to help put together (possibly a first for ND) a women and beer + food fundraiser. What a success it was!!

Picture this:

  • Roomy room, 63 women present to support a cause, try new things, and meet new people.
  • 4 beers, 1 cider, food tastes to match them all.
  • Sunday afternoon, 4 – 6 pm.

Suffice it to say, they were lined up outside well before we started (RSVP’s were required), the seats were full of engaged women of all ages and knowledge levels, and they eagerly embraced the event. Knowing in my gut it was going to be a home run, I was thrilled when it actually happened.

You can tell the success level of an event, to a certain extent, with the noise level – particularly if you have to regularly ask people to quiet down. It’s a good sign because that means everyone’s chatting and have a great time. Great time = success. I had to shush often (and always allow open times for guests to chat unhindered…it’s good to get people talking).

Cheers to Shannon (r) - a smart & savvy leader, beer lover and frolleague

Cheers to Shannon (r) – a smart & savvy leader, beer lover and frolleague

A special thanks to Shannon and the whole McQuade’s team and all the people who bought tickets. We’ll surely do it again with increased success. The fuse has been ignited, there’s no keeping smart and flavor seeking women back!

Here’s the menu we enjoyed:

Anyone hungry??!!

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