Marketing Beer to Women, Part 1: Three Universal Truths

Three Universal Truths with women and their relationship with beer:

1. Education. Women want to learn about beer. Beer Education can be obvious like developing an ongoing “Beer 101”, “Get to know your beer”, or “Beer Basics” for women only. Holding women’s only classes are a smart choice since many women feel much more comfortable learning among the same sex. It’s true that same gender groups do in fact learn differently and sometimes better because there is no sexual tension of any sort. And even though many women and men say they are still going to totally be themselves in mixed groups, it’s highly unlikely that they will in fact be as freely participative than if they were in single gender groups. Like it or not, mixed gender groups create a totally different dynamic than single gender only groups. Frame it like any other affinity group: invite only those who are high likelihood targets and leave the others alone.

photo courtesy Kate Parks

2. Social. Beer is a social libation and women want an element of social interaction in relation to beer. Some women like to sit back and observe or be a more quietly engaged participant. Some women like to be in the center of the action. Either way and everywhere in between those two ends of the spectrum, know that a social component is important in engaging women in their learning and enjoyment of beer.

3. Value. Women want a solid value, be it spending $20+ on a dinner table bottle of special beer or two bucks for a PBR. Value ultimately lies in the experiential circumstances and context of the occasion, however formal or casual. Value is also one of the strong memory ties that bind and encourages either a repeat or “don’t do this again” experience for the consumer and the brand or style. When women have had a good time with a beer, they will for sure remember it and not only recommend it – they’ll want to duplicate the experience and share it with others.

Know these Three Universal Truths for Women + Beer to now be self evident.

Tomorrow – Part 2: Know Your Market

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Women + Beer = 13 Reasons to Engage Women In Craft Beer

Happy Friday the 13th! In honor of this day of superstition for some, mockery for others, we want to share 13 reasons why it’s important to engage women in craft beer.

  1. 13 Reasons for Women & Beer

    Women are interested in knowing about beer.

  2. Women will help grow beer brands that reach out to them respectfully.
  3. Women will talk it up – all good, bad and ugly parts of the brand (be ready!).
  4. Women outpace** men in using social media. **Read: A rapid fire way to communicating with and about your brand.
  5. Women enjoy engaging in social activities. Beer is social.
  6. Women enjoy learning new things.
  7. Women enjoy meeting other women.
  8. Women who already enjoy beer meeting other women who enjoy beer.
  9. When enthusiastic about a brand, women will bring more other people into it.
  10. Women make 80% of all purchasing decisions.
  11. Women are universal. You’ll find them everywhere.
  12. Women are equal contributors and participants in global society.
  13. Women are the future of craft beer.

Photo by Kate Parks

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Sharing Furthers The Enjoyment Of Beer

Kindergarten taught us that sharing is good. Beer reiterates that.

When you share your beer, like WEB talks about in this video, it goes farther. It’s a social lubricant, after all, and should be shared.

Sharing allows you to give to others, others to give back, it encourages conversation and usually makes everyone happy.

Next time you decide to have a beer, think of someone else you’d like to share it with at the same time. You’ll make you happy and them happy. Good beer deserves to be shared.

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