Women, Beer and Sports
Jan 31, 2011
With the Superbowl upon us, enter the conversation of beer and sports (again). If we drill down more, enter the conversation of beer, sports and advertising.
progress of beer, sports and women moves like a slug
Where are the women? Where are the real women who enjoy beer represented in ANY of the ads put out? Or are we still stuck on sophomoric outmoded and empty jiggle/guys only themes?
If you’re a brewery, you would strike gold this time of year IF you decided that pursing the 50.9% of the population that is women was worth it. And worth it – it is.
This past weekend, Women Enjoying Beer conducted a focus group centered on women, beer and sports. There was unfortunately a lot of acquiescence by the women about the television ads. They simply dismiss them because they don’t apply to them. And they still watch the game, as many do, for the commercials. Yes, some truly like football. However the juggernaut that is Super Bowl Commercials is huge. Therein lies the huge opportunity.
This are strong, intelligent, informed, beer passionate women – who will make sure they get to drink the beer they want to drink. Why then do they roll over about these ads? It’s more of a “it’s not worth my effort” feeling projected because it is the way it has always truly been. And why put the energy into something that isn’t apparently going to change. There are other things to stew about, things of greater import.
From a brewery perspective, are there? You need to make it worth their effort.
It’s an issue of respect, paying attention, shattering bad damaging stereotypes, and pushing positive change. You brew beer that pushes the envelope. Why do you also accept this practice?
When will this day come? I tell you what: the brewer who decides to jump in here stands to gain incredibly with female buy in and support. All by simply addressing women with respect and authenticity.
Who’s stepping up to the 50 yard line on this one?
Tags: focus groups, football, Superbwowl, women beer and sports
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