Marketing Beer to Women, Part 4: No Pink

What brands do you identify with what colors?

  • UPS with Brown
  • Coca-cola with Red
  • Orange with Home Depot
  • Pink with Barbie, Victoria’s Secret and Susan G.Komen

And what does your brand color say about you?

From the market research that drives WEB forward based on hundreds of women across the country speaking freely about their relationship with beer, here’s a vast majority female voice: No Pink For My Beer.

Since we’re a psychographics based company, let’s look at some of the ‘why’ behind this critical marketing element of brand color. Since Pink is already equated with well known visible brands, then there’s no need to pink up beer at all. Why assign beer a stereotypical sexist color when almost everyone simply wants high quality, the flavors they want in a straight forward matter.

This isn’t dismissing authentically done efforts. Just know that because so many brands have pandered using pink to simply attract (they think) women into easy and empty sales, it’s now creates a reverse reaction for many, unless it’s related to the aforementioned brands.

Do companies market ‘men’s beers with baby/blue? I’ve not seen it yet. Using a color to sexualize a product is dangerous. Most can see though it and will run the other way. Fundraisers by groups in relation to breast cancer awareness/cure are perfectly appropriate AND must still be done well.

Branding colors very well done

When women are buying beer, they have a short amount of time on average to make their decision. Would pink be the first beer related color they’d think of? (unlikely) Or would they look for colors related to their favorite beer brands (yes).

Be extremely careful if you choose to assign a color to your brand if it’s only designed to try and attract a particular market. Ultimately it’s what your consumer thinks that matters, not your opinion.

Do goths go for beer with black labels only? Do environmentalists only go for green colored labels? Of course not. Like Part 2: Know Your Market states, you’ve got to truly know what they are about.

Beer, delicious beer as our friends at Ninkasi say, is based on personal flavor preferences and experiences. Don’t shoot your brand in the foot and look like you’re pandering. And good grief don’t disrespect the buyers of 80% of all goods & services (Women).

Alienation is a difficult road to mend. Be true to your brand, whatever colors you choose, and run with it from there.

Marketing Beer to Women Series Starts here

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Still Not "Getting It"

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.