Another episode of Swig & Stitch occurred last night – much to the delight of the hosts and the guests.

If you read our site, you may know that we are partnered with a well-respected well run fabric store, Fabric of Vision, in the town in which we live. The owner of the store and I have gotten to know each other and put our heads together to offer a second monthly event (Swig & Stitch) because the first one is consistently full. Read: no new folks can come, learn, and enjoy.

The wrinkle that we two put together is that beer is the ‘swig’ part, vs. wine of the first one. It’s going over with huge success. Sandi and her ever steady colleague Liesl do useful and fun sewing technique demos and I do beer and food pairings interspersed throughout. It’s another great way to highlight beer in our every day quality of life values.

What a treat it was last night to be with Sandi, Liesl and the guests at our ever gracious and wonderful host location, 4 Daughters Irish Pub. We’ve been searching for a permanent home for the newly launched event and I think we may have found it.

As we do with all the menus we execute, here’s the menu that we enjoyed last night:

• Sierra Nevada Beer Camp #53 Long Stem IPA with crostini and artichoke dip (Bonus: The GM of 4 D helped brew this beer at Beer Camp!)
• Smithwick’s with fried mushrooms
• Laurelwood’s Seasonal Espresso Stout with Ghiradelli chocolate brownies

Get inventive with how you feature and include beer. Depending on your market area, some ideas are getting passe. Talk with folks, put your heads together and have fun bringing beer to life.

p.s. the event is open to all comers – it’s almost entirely always women…..

Thanks to our friends at Merchant Du Vin for the following information. Most of it was new to me.

Regarding ABV on our labels: As you probably know, it was not legal to put alcohol content on US beer labels until 1995.  Apparently, the BATF (the agency that approved labels at that time) didn’t want brewers “marketing by strength.”  We work with our breweries to produce US labels.  Many European labels don’t show ABV, but over the years since ’95  we have added ABV to more US labels.   

We sell most of our beers in all 50 states, and there’s a vast number of state beer labeling laws that sometimes actually contradict each other – some states require ABV over a certain threshold to be listed on labels; others prohibit it.  I think each of our beers at 5.7% ABV or higher currently does list ABV on the label.  (One of my favorite wacky state beer laws: in Texas, a beer under 5.0% ABV must be labeled “beer”; one over that must be labeled “ale” or “malt beverage” – even if it’s a lager, it can’t have the word ”lager” or  “beer” on the label.)

Our breweries tend to order labels in pretty big batches, to keep the costs down . . . and there are always pending issues that affect reprinting, as well: current potential changes include nutrition panels, allergen listing, and states that add or drop bottle deposits.

It’s an interesting & complex topic – I have a colleague here that spends many hours a month on federal and state beer registration, compliance, and label approvals.

We do list ABVs (as well as IBU & OG) on each specific web page for all our beers – hopefully that helps.  We’ve also recently added a super-cool retail beer finder for consumers – you can just put in your zip code, and find any of our beers close to you:

http://www.merchantduvin.com/find-our-beer.php

Okay – my apologies. I’d posted this – I thought – and yet the ghost in the machine somehow got a hold of it…

Marty letting 'er rip!

SO – with no further adieu, here’s the ‘Nod’, as it were. Many thanks to the talented, fun and sharp Marty Jones for the intro song per a workshop at Wynkoop Brewing Company on marketing beer to women.

I am woman hear me road in numbers too big to ignore / When I’m shopping for fine beer in your store / But your marketing and ads are aimed at dudes and dads / Ignoring customers without gonads

Oh yes I’m a wife and I’ve drank beer all my life / Yes I’ll pay the price if you offer beer that’s nice  / If I want to, I can buy anything / I’m employed, I have a Mastercard / I am woman!

I am woman see me drink In numbers larger than you think / And I know too much to go back an’ pretend / Please don’t suggest Cabernet when the one drink I crave / Is a Rail Yard Ale and glass of B3K

Oh yes, I have breasts but I don’t want the wine list / Two X chromosomes and I buy the beer for home / So please tell me about your beer stash / I want hops I want some flavor / I have taste and an MBA / I have expendable income I am WOOOOOOOO MAN!!!!

Thanks to the engaged guests, hospitable host (38 Central) and terrific collaborators for another successful Swig & Stitch last night.

I’m honored to be part of this successful and enlightening regular event with Fabric of Vision. WEB is involved to bring more beer to life.

As I promised to the guests, here’s the menu we enjoyed.

• Fish Brewing, Wild Salmon Pale Ale
• Guinness Stout
• Sam Adams Boston Lager

All these beers were enjoyed with a plateful of yummy goodies:

• Aged cheddar, hard Italian salami, head cheese, sopressatta, sesame cracker, grilled roulade (eggplant & roasted red pepper), Italian olive, candied walnuts, almonds

Cheers & see you all next month!

See – beer goes with everything.

happy crowd with beer and chocolate

Women at our monthly meet up fully enjoyed the offerings and more importantly learning about how beer and chocolate can go together last week.

Our fine host, Enchanted Florist, a floral boutique and chocolate cafe, is extremely knowledgeable about chocolate so it was a great learning opportunity all around. We choose beers to go with the flavors of the real cocoa and organic chocolates.

Beers and any complementary foods you suggest and share grow increasingly attractive and flavorful when you provide the story that accompanies those respective products. Knowing more about what you’re putting in your mouth is a big deal. Make that information part of the program.

Try offering beer with chocolates to women and see what can happen. (hint: successful enlightenment!) We’ll be sure to do again based on the tremendously positive feedback we got that night.

Here was the menu we featured:

1. Widmer Barrel Aged Brrrbon ’11 paired with Michel Cluizel, Organic Dark Chocolate. Paris France, Los Ancones, 67%
2. Lost Coast Tangerine Wheat with Valrhona, Manjari Orange, France. 64%, with the citrus sweetness of orange.
3. Rodenbach with Café Tasse – Dark Chocolate with cranberries and soft chili. Brussels, Chocolat Bio, organic chocolate, 58%
4.  MateVeza with Dolfin, Dark Chocolate With Earl Grey tea. Belgium. 52% A black tea with a dash of bergamot.

There’s a line in the sand for marketing the successes of women and progress and then there’s the unnecessary advertisement of a women succeeding because she’s a woman.

Here’s one example. The well reputed Cicerone program, which I believe to be of very high value, has recently announced the successors of the recent round of Master Cicerone certification. To be sure, this high level achievement is notable for anyone to pass.

Why then did Cicerone choose to highlight the recent graduate as a female? It should be a ‘who cares what gender’ situation, especially in light of the fact that the beer community seems to think itself non sexist.

What color is her hair? How about her eyes? Should that be noted – that she is perhaps the first graduate to have a XYZ breed of dog too or is of a specific heritage that we feel we must bring to the surface?

Highlighting gender and age diminishes the true news here: successful attainment of a difficult goal hard won.

When you highlight something like this (gender, age) you unfortunately do everyone a disservice: you send the message that it’s important to point out that a woman can in fact attain this kind of progress. However well intended, it’s the wrong thing to do. It’s focused on gender as a “wow - she made it” instead of “wow – this person made it.” Focus on the brain and intelligence, not the plumbing.

Did they announce the first certified MC’s as “The First Men To Pass The Test”? I bet you a few beers they didn’t.

This post is not meant to malign the program. I like and respect Ray, founder of the program and endorse what’s he’s created. We’d be first in line to talk about the import of beer education for everyone. This time it includes the professionals too.

Point out the successes and leave gender out of it. We shouldn’t be caring about what gender is succeeding at beer. We should simply be nudging those forward who want the assistance and celebrating their wins with nary a gender reference in mind.

This pushes everyone back into the score keeping mode.

And unless age has any relevancy with success in this world that we are trying to constantly improve, negate the age reference “youngest”. It’s like you’re saying the longer you’ve been on the planet the more we should expect you to achieve in societies expected patterns. Pointing out age, whether it be young, old and everywhere in between, perpetuates the ridiculous focus that age has anything to do with success.

Let’s get over it and get on with it, shall we?

It’d be a good move for them to change the news on their page to simply highlight the latest graduate of the program.

Our New Years glass is up to those who see the value of having WEB at their events and festivals. A few of those individuals include: Chris Crabb, Chewie Burgess, Steve Bahr, Patti Araas, Tasha Butz, Gayle Chisholm, Mary Ridderbusch, Hilary Kemmling, Stevie Caldarola, Nancy Johnson, Eriel Hoffmeier, James Book, Kristen Muraro, Ken McMullin, Lucy Saunders, Bradley Latham. I am most likely forgetting some. Know we’re grateful for everyone who’s in this arena.

Thanks!

They see WEB as a contributor, as the educators we are, as the researchers that we are – all feeding the beer community. And they’d be right. Thank you to them.

Educated consumers are good consumers for everyone. We’re your specialists to call for all kinds of crowds: female, male, mixed.

As marketing specialists as well, we can help advise and guide, augment and make your efforts go further with many previous successful past events to drawn on.

Even if you have staff members that do this planning, bringing in a fresh perspective and burst of energy can help them refresh, rethink and plan for an even more successful event.

For those who are looking to enhance their beer focused events, WEB is an excellent choice. We’ll speak, teach, conduct crowd pleasing tastings & pairings, and further enlighten the world about the incredible and simply amazing beverage we know as beer. The enthusiasm we bring and positive energy, diplomacy and good humor is worth every penny.

Find out what some have said about having WEB involved.

One Festival at a time.

When you’re interested in talking to us about how we can enhance your success, call soon – 2012 is filling up fast!

1. Name of Brewery. Real name – no hiding behind anything or projects. Make it obvious. The only way to build your brand is to be transparent.

2. Place. Physical location of brewery it was made in and originated from. All beers need to tell the reader where they were born.

What's on (or what's missing) on Beer Labels?

3. Website. It’s the 21st technology century. A live answered company phone number would be excellent too.

4. Alcohol By Volume, ABV. Every beer and brewery should feel a responsibility to have the alcohol content on the bottle and can, no matter what country it’s from or what laws apply.

5. Clear brand logo and design. Successful brands are consistent, not only in their products, but also in their branding images. Establish your look and then always use the logo for ease of shopping for the customer. The Consumer isn’t all balled up in your own design process – they just want to find your beer.

6. Appropriate brand images & language. If you want to attract and keep women in your brand, get rid of ALL inappropriate images or language on the labels, packing and information. It’s never appropriate to demean, sexualize anyone or otherwise sell your beer on any other merit than the quality of the beer.  If you’d be proud to show the labels and designs to a 85 year old grandparent and a 7 year old girl or boy, then use it.

7. Flavor notes. Keep them simple. I’m astonished by how many labels still have no help for the consumer here. You already know people read labels to learn about the beer. Give them flavor information – and don’t tech out here. IBU’s only matter to hard core drinkers (put IBU’s on your website) – scrap that crap and get into the main frame of consumer thinking.

8. Brief story. One to three brief simple sentences on the story of the beer is HUGE for females in their beer engagement. Use the story to help the consumer buy in and to the brands advantage.

9. Readable font. Even with great eyesight, choosing a font that is flowery, too small or difficult to read is a bad move. Why print anything if they can’t read it easily?! Choose simple, straight forward fonts in a reasonable size.

10. Food & beer ideas. Pairings, suggestions for cooking with the beer, and food to match with the profile. One simple idea per beer brand will go a long way to engendering “Oh – great idea!” from the female consumer which will in turn get her to participate more.

p.s. ALL this info comes from our research. It’s one service WEB offers to help you grow your brand.

On this New Years Eve, we wrap up this series with a final facet: Women, Beer & Food.

Make it automatic: Beer & Food, Beer & Food, Beer & Food…..repeat it in your head or aloud until it’s automatic.

I’ve had women tell me in no uncertain terms that they want to learn about beer paired with food. They only had to tell us once. And I’ll tell you why it’s important to heed this critical directive:

1. Beer and food go together. That’s the first most obvious one.
2. Beer and food should go together. If you’re promoting alcohol – beer – then you should feel a sense of obligation to make food part of that promotion. Moderation goes hand in hand with responsibility.
3. Beer and food complement each other so well. They bring out flavors in each other that when standing alone may be missed.
4. Women want to duplicate the pairings they have at events. Be sure to share menus, suggestions and ideas. WEB always posts our menus the day after events for everyone to reference. It’s green, available and they can do with it as they wish.
5. The beer community and food community have much to share and benefit from mutually when they collaborate.
6. We like beer and food together. Do you? Then offer it as such.

Women, beer and food. This is yet another universal truth: they go together, and should. Combine them and you’ll see much success.

Happy New Year for Women & Beer!

31 Facets of Women & Beer Series starts here

With only two to go in this series, let’s get to it.

Facet 30 is how women see beer, otherwise known as Perception.

Perception is reality. Like it or not, what people perceive is many times what they think to be reality or truth. And while reality and truth aren’t the same thing by a long shot, perception is one of the most powerful influencers out there.

Women want to perceive beer to be something they can enjoy, something they are invited to explore and discover and something to enjoy with others.

Some women do yet the vast majority of women still don’t perceive beer as a drink of choice.

The perception that beer is a male oriented or dominated or only drink is false – YET if that’s the perception, it’s a tough nut for some to crack, dismiss, or get past. For some it may be easy and for some it’s difficult.

We’re changing patterns, behaviors and ideas. Those the the nuts to crack here.

It’s up to the brand to send out the right perception to women that they are in fact welcome, encouraged, respected and wanted. Things like boobs on labels, sexy ‘girls’ or women, degrading suggestive titles…throw all those out before the new year starts.

It’s up to the beer brands, distributors and retailers to encourage and perpetuate the perception that beer is for women. Women will embrace it more and more when the image of a smart, happy, average woman is portrayed in beer marketing, advertising, swag and attitudes.

The perception of women enjoying your beer can be your reality when you properly market to them. New year, new opportunity to a better branding image, no disrespect to be found anywhere and quality beer to boot.

31 Facets of Women & Beer Series starts here