Seeing The Light: Why Women Matter

Seeing the light can be blinding obvious or yawningly dim. Maybe even in the norm of average daylight or indoor illumination.

The trick is to see what others don’t. Having vision means you are stretching, looking for those darkened nooks and crannies of business opportunity that exist that very few have even considered.

Women and beer fit here.

  • Females make up more than 50% of the global population
  • Women influence fully 80% of all purchases (across category lines)

The planet is in a decline and now is the time to develop brand loyalty – even simply basic beverage loyalty. Check out the latest Gallup poll (last year’s too).

See the light: Women + Beer = brand growth

You think it’s just us preaching this message? If you have any interest or gain in promoting or selling beer, then you better pay attention: Woman are a huge part of the answer.

Most brewers in America aren’t looking that far ahead, as a general rule, because they can’t make enough beer to meet the demand that’s now in play. Why should they develop new market share when they can’t even get past today’s brewing schedule?!

Why? Because when it does register, it’s going to hit hard and dramatically. Now is the time to get women engaged in beer, not in a few years even. Remember that planet thing? That’s not going to get significantly better anytime soon. You best get into the research and strategy NOW of getting women into your brand. To expect something means to put a serious and concerted effort forth.

When you’re ready, as a few enlightened souls have been, WEB is here to help. It’s simply a focused knowledgeable effort that’s needed – just like recipe development or equipment planning. WEB is the industry leader in marketing craft beer to women.

What are you waiting for? Someone else to take a share point?

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How to Capture What You Can't See

Is it there?

Can you see the mountain in this picture?

Assuming you don’t have SuperHero powers to see through clouds, does it mean that the mountain is not there? Of course not – it’s still there, whether you recognize it or not.

You have to look through what may be unclear or unsure to see the future. If you have been involved in any way in bringing your beer to market, then you do know how to envision the future. Take it further be developing and serving women. Let me clarify.

Like this picture, there is most certainly something ‘there’ even though you may not be able to see it right now. Chances are good there is already a portion of your sales that are from female consumers. Women as market share to significantly grow your craft beer brands is like the cloudiness here: You must have a belief in that fact that women already do and will continue to help your brand either grow or wither.

The vision (and potential) will become clearer with action

Women influence 80% of purchases across all categories. To ignore them simply because you don’t see them as 80% influencers in your brands’ success would be shortsighted and foolish.

Seeing the forest and the trees is how you must approach the female beer consumer. They are there. They are waiting. Some are engaged. Some want to be more engaged. Some don’t even know they want to engage until you do help them (I’m a former poster child of the last variety).

All brands start small and all market share is small until you actively pursue and attract the target. Make sure you not only see the potential. Make sure you proactively do something about it.

Would you leave 80% of a batch of your beer just sitting there? Then why would you not see women as worthy market share?

Can you afford to not recognize this opportunity?

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