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Jeri & Ginger last summer

Jeri & Ginger last summer

Jeri, a good friend and mutually enthusiastic beer drinker told me this after our WEB  ACBW event with Dave Coy.

Thanks for the Mai Bock Beer tasting the other night… it was just great. Additionally, I can tell you that it really has changed my perspective on pale colored beers.  I actually even voluntarily drank some (name irrelevant) lager this weekend, without scowling and whining.  ~ Jeri”

If that doesn’t hit it on the head, then you should be.

Courting real women with real beer works. I can help.

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Queue Aretha, Please

WWAD

What would Aretha drink if she based her beer choices on respect?

Personally, I have no idea if she partakes of a tasty beer now and then. What I do want to connect here is respect to beer. Beer to respect.

In conducting research on marketing beer to women, over and over and over I hear that the market segment, women here, want some respect.

And why not?! Women make up 50.9% of the population.

Historically, it’s been women women women who brew beer. It’s still true in most other parts of the world (sans America). It’s a household task (careful – I’m most certainly not equating housework with women here). It simply falls into the duty breakdown.

So where the heck did the idea come from that women don’t like or want to drink beer? Why aren’t they a much more respected market share?

Probably several reasons. I’m not an historian, like my friend Maureen is, so I’ll forgo that for now.

What I want to point out today is that when you respect your existing and potential clients, all of them – women included – and you respect your beer, then you’ve got a winning, profitable combination. (If this sounds like a no brainer, why aren’t more breweries already successfully marketing to women??)

RESPECT. Treat them both ala the golden rule. And you will reign supreme.

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You're A Doll

Thanks to Mark Doll for the invite of last week’s World Of Beverages event. It was a seemingly well attended event. (I’ll post pictures when I get resizing photos figured

Tina & Carla from Ge-Angelo's

Tina & Carla from Ge-Angelo's

out in WordPress.)

Why did I go to a primarily industrial beer event?

To hopefully taste new beers (to me). I did find a few – mostly they served what they’re mainstreaming though. I was interested in beers that are out of the norm. Hopeful that using the title “World of Beverages” meant that they were going to offer plenty of non mainstream beers. Not so much.

After all, the fortune cookie I chomped into at the Kiren beer table tells me
“You are about to make a most valuable discovery.

Mark and Julia were on hand so I made sure to greet and meet them both. I had met Mark at fundraiser in the Des Moines area a month + ago. So was pleased to see the invite in my email. Thanks.

Paul was there too – working hard.

Where are the women working for distributors? Why aren’t there more?

Women – step up, get in the game if you want to be heard. You have to speak up first.

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Off Target

Hmmmm

Why do I doubt that Coors has done proper research on what kinds of beer women really enjoy and like? Why do I get this gut feeling that they are simply putting their own perceptions on what they think women want, not asking the women who are beer enthusiasts?

Putting your own perceptions on what someone else ‘should’ like or ‘will’ like is inaccurate at best. You have to step outside of what you want it to be, what you think it might be, outside their own expert mentality, and get into the customers mind. Ask them for a change. Don’t assume – usually assumptions are wrong.

If you plan to make an assumption,  assume that you don’t know.

And ask.

Women are great and willing to share if the interested party is genuine and authentic in it’s inquiry.

Panderers need not apply.

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