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Craft Brewing Business

Quick tip on marketing beer to women (and an entire book on it too)

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Sources: Women drink beer and also have money. More on this story as it develops.

Beer needs women; women love beer. It’s the wise beer business that wants to – and does – invite them into this delicious conversation.

In How To Market Beer To Women: Don’t Sell Me A Pink Hammer, I’ve compiled direct female beer consumer and buyer insight (read: data) from women across America in what their relationship with beer is and what they want it to be.

Wait a minute – what? Women have a relationship with beer? Yes, indeed they do. And all of us in the industry need to recognize all taste buds are ours to serve and not get hung up on gender of the drinker. Women are a robust market to tap into for those who understand they’re waiting for all the flavors and wonder of beer.

RELATED: Why Blue Moon’s new marketing campaign might help the craft beer industry 

For example, over and over (and over and over) again in listening to women talk about beer, they mention flavor. All sorts of flavors. Said another way, there’s no such thing as a woman’s beer, just like there’s no such thing as a man’s beer. There are simply different flavors of beer. That’s the tact to take: assume all people like flavor. It’s our job to find the flavor fit.

How do you do that? Ask them. Open a conversation with your customers and guests. Approach a table and ask, “What kinds of flavors – overall – do you enjoy?” It’s an easy one for all women (and all guests) to reply to, and it makes our service job much easier. Simple, easy and successful, this simple interchange will drive enthusiasm and business.

The book, How To Market Beer To Women: Don’t Sell Me A Pink Hammer, covers 10 key areas of opportunity for all beer-related businesses to focus on to increase patronage. Each chapter has Five What You Can Do Today tips as well, providing immediately useful tactics for the reader.

The book and more about Ginger and what she does with client can be found at WomenEnjoyingBeer.com

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