Ginger Johnson Releases Trailblazing New Book on Marketing Beer to Women
Founder of Women Enjoying Beer Debuts Book During GABF Week
Ginger Johnson, founder of Women Enjoying Beer, is releasing a comprehensive new book that instructs beer-industry companies on how to properly market beer to female consumers.
The book — How to Market Beer to Women: Don’t Sell Me a Pink Hammer — is a first-of-its-kind and valuable how-to book for the modern beer industry. The book’s insights are based on surveys Johnson conducted with female beer drinkers and Johnson’s eight years running Women Enjoying Beer, the nation’s only female-focused beer marketing company.
Johnson hopes the book will help fix a shortcoming in the beer industry.
“I wrote this book,” Johnson says, “because beer companies don’t completely & respectfully market beer to women. They are ridiculously overdue in realizing they must reach out to women with a dedicated effort. It’s not about pinkifying – that’s pandering. It’s about acknowledging with full respect that you want female beer drinkers to be your customers.”
“Women in America make 75-85% of all purchasing decisions,” Johnson notes, “and they can make or break beer companies. So it’s time for beer makers to retire the old sexist and juvenile jokes and get serious about beer and women. When beer pros and businesses get it, they’ll tap into a huge opportunity.”
On Thursday, October 6 and Friday, October 7 at 6 PM each night in the festival’s bookstore area, Johnson will sign copies of her new book at the Great American Beer Festival in Denver.
Wednesday, October 5 at 6 PM, Johnson will discuss her book at Kokopelli Beer Company as part of the brewery’s Women’s Wednesday series. Kokopelli is at 8931 N. Harlan St. in Westminster, CO.
Johnson’s main event for her book release takes place on Friday, October 7 at 1 PM at Lannie’s Clocktower Cabaret on the 16th St., Mall in downtown Denver. Johnson will conduct a “Beer Marketing to Women 101” class at this event and read excerpts from her book and discuss its findings. Admission is free and limited to 100 people.
Ska Brewing Company, Durango Colorado, is a major sponsor for this event. “I’ve long believed in Ginger’s work and message, that’s why we’ve worked with her before. We’re very glad to support the reason for this event: betterment for the whole beer world,” states Kristen Muraro, Ska Brewing Events Coordinator.
In many ways, How To Market Beer To Women ($49) showcases what Johnson has learned since starting her trailblazing company eight years ago. “In 2008,” Johnson recalls, “I looked around and wondered why more women weren’t enjoying beer like I was. That moment was the catalyst for my company and it has driven me ever since. The enjoyment of beer has been foundational to the development to the United States, and it’s a damn shame the beer industry has yet to fully recognize and address women as beer enthusiasts.”
A growing number of craft brewers have benefited from Johnson’s expertise and research.
“Let’s face it,” says Hugh Sisson, founder of Baltimore’s Clipper City Brewing, “the Craft Beer Industry – the beer industry in general – has tended to overlook the female side of the market. Ginger Johnson is not only adept at educating brewers to open their eyes to this under-served market segment, but she also gives brewers practical ways to reach this enormous audience.”