There has been plenty of stealth and not so stealthy marketing of alcohol to women. Some people are wise to the fact that they are half of the marketplace and should be treated as a large buying group. Most attempts are crass, mis-leading or both. Select 55, I’m looking at you.
Instead of pushing for better marketing from the mega-internationals, it is time for others to take the lead. That is why I think Women Enjoying Beer is soo cool. They want better beer in the hands of more women! Here is what caught my eye from their website:
1. To Service The Craft Beer Industry
“To help the industry grow and authentically develop the female craft beer enthusiast. In order to create new market segments and gain market share, you have to equally dedicate marketing efforts and a budget that go with the new markets. Marketing to women is not a token or single initiative idea. It’s an enormous opportunity to engage in IF you know that marketing to women is different than marketing to men. If you’re a brewer, brewery, distributor, and any other beer oriented business call WEB to talk about differentiating yourself to appropriately market beer to women. Developing the female market and getting them to buy and enjoy your beers and related goods is a way to strengthen your business and serve more customers.”
2. To Encourage Female Beer Enthusiasm.
“Women are 50.9 % of the population. By courting the female beer buyer more and more women can learn about and learn to enjoy the incredible flavors of beers. As a beer specialists, WEB can help you create affinity groups to help share and grow the beautiful thing we know as beer. These groups are formed to provide a comfortable and fun format to learn about beer and connect with other women – which can help you grow your female clientele (read: no cannibalization of your existing market share).”
