Quotes
Jan 18, 2012 Assumptions & Myth Busting, Beer
“A recession …doesn’t mean you can’t build a business. It doesn’t mean you can’t make a great beer.” – Governor John Hickenlooper, 2011 GABF Media Luncheon
Tags: GABF 2011, John Hickenlooper
Gender and Age Shouldn’t Matter for the Cicerone Program
Jan 9, 2012 Assumptions & Myth Busting, Beer, Education & Training, Something To Think About
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.
Tags: ageism, gender shouldn't matter for success, mistake by the cicerone, sexism
31 Facets of Women & Beer: Facet #13
Dec 13, 2011 Assumptions & Myth Busting, Beer, Education & Training, Marketing, Women and Beer
Women and Beer Facet #13 is No Color Needed (or wanted).
Beer is beer. Beer is not pink, it’s not baby blue, or any other color.
And it’s not about marketing a beer expressly made for women to women. That’s tooooootally off base and complete bunk. Here are a couple doozies that stink (1 and 2).
We had yet another contact by a student involved in a group marketing project. This group chose to market beer to women.
Right off the bat I told them: Beer isn’t about gender. And marketing is about knowing your market. One facet of this that came up in our conversation was the color issue. No pinkification – it’s insulting, totally misguided and usually is quite a pandering move by the driving company. Unless you’re Barbie, Victoria’s Secret or Susan G. Komen, or you’re doing an authentic collaboration with the aforementioned, leave the pink alone.
Beer is about flavor, not color. In one way, it’s that simple.
31 Facets of Women & Beer Series starts here
Tags: 31 facets of women & beer, flavor, no pandering, no pinkification
Why Women Don't Enjoy Beer
Nov 15, 2011 Assumptions & Myth Busting, Education & Training, Something To Think About, Women and Beer
We are often asked why women don’t drink beer. While there are myriad reasons women both drink and don’t drink, here are a few common findings from women from our research.
- The don’t like the flavors of the beers they’ve had. This usually manifests itself as ‘I don’t like beer’ – BECAUSE they have bad flavor memories of the beers they have had. Unfortunately a lot of times this leads to universal dismissal of all beers.
- They have a bad memory associated with beer. Again, unfortunately it’s almost always not the beer’s fault; it’s the fault of the drinker or source. They drank too much and got sick or they had beer that was truly bad.
- They’ve not been invited to explore the flavors of beer. It’s like a parent not letting a child try a new and unique food thinking the parent thinks they won’t like it based on the parents tastes, not the childs.
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3 women who love beer
They have alcoholism in their past or families so they want nothing to do with any kind of alcohol. Once again, it’s not the beers fault. Regardless, this is an area of life to always respect and acknowledge.
- They think it’s highly caloric. While we don’t expressly study health and nutrition surrounding beer, we do hear the caloric facet come up on rare occasion. Know this is also a low-on-the-totem-pole list of concerns too. I believe that this enters women’s thinking largely due to the hammering of image that woman are supposed to be calorie hypersensitive. Untrue. Most women know or have an idea of the caloric content of a lot of things they consume, many still don’t realize the relative bargain of beer to value (social, experience, flavor, volume). I love to share with women that beer on the average has half the calories of wine, and we enjoy wine too.
- It’s assumed they want wine, by someone else, so they aren’t offered a beer. Pish! The more women we talk to, the more speak up that they do in fact prefer a beer in social settings and sometimes have to forcefully ask for a beer if they are not offered one. Seriously, every adult who is capable of making their own beverage choice should be offered a beer.
The best part of all of this is that every brewery, distributor, and retailer can do something about 5 of these 6. And even #4, which needs to be handled carefully, when handled with respect can actually engender return respect for the purveyor.
Women want to enjoy beer. Learn how to ask them what it is they do and don’t like about beer and get the conversation flowing. You’ll find more than enough opportunity to open new doors.
Tags: assumptions, bad memories, calories, flavor, invitation, why women don't drink beer
What I've Learned About Women and Beer (Lately): Part 2
Oct 19, 2011 Assumptions & Myth Busting, Celebration Worthy, Good People, Something To Think About, Women and Beer
Per yesterdays start on What I’ve Learned About Women and Beer (Lately), allow me to keep expounding.
I’ve learned – or it’s finally sunk in – that many many women like to hang out with other women only at times. The support that is the ‘female group’ is powerful. This is not news to many – but it is newer for me and I find it flat out remarkable.
I’ll not attempt to explain why because I’m still new to it. Suffice it to say, it’s got a dynamic all its own and I can see how the businesses that authentically pursue female only groups and organizations will most definitely see success.
Do you see how important proper marketing of beer to women is?
I have also found that it’s a very empathetic group to vent to and with. Within that venting, there is an overwhelming amount of support and ideation to assist the women in the center of it all. Women selflessly give of themselves and want to genuinely help another woman, seemingly almost without exception. While I already know women can give of themselves in a really large way, it’s simply a new dynamic to me to be surrounding by an entire group of women only and be totally unjudged and the one they all want to rally around to help.
I’ll wrap up with this thought: Women, in support and in friendship with other women, enjoy beer. At one of the gatherings I hosted last week I felt moved to finally open a delicious bottle of Imperial Stout from good friend and colleague, Steven Pauwels of Boulevard Brewing. The group of 12 were blown away by this beer. Especially since I whipped up (literally) a fresh lush chocolate cake with which it was offered.
Moments of silence followed…until everyone was so enamoured…I even witnessed a good female friend whom I’ve NEVER seen drink much less enjoy a beer, proclaim it was downright tasty and she’d drink it again.
Proof positive that the power of women and beer is not only already here, it’s ready to take off. Talk to women, listen to them, cater to them (with respect), and they’ll reward you ten-fold.
As for me, I’ll repeat the impromptu inviting of female friends over for beer, cheese and cake. I suggest you do the same.
Tags: authenticity, changing minds, female groups, the power of women and beer
What I've Learned About Women and Beer (Lately): Part 1
Oct 18, 2011 Assumptions & Myth Busting, Education & Training, Something To Think About, Women and Beer
I’ve oft been seen as unconventional and am totally comfortable with that. What is convention after all other than previous patterns repeating themselves, sometimes for good and sometimes for stale.
So it’s been epiphanous to be a studier of women. In the pursuit of WEB I’ve spent countless hours conducting, listening, compiling and interpreting the information about women and their relationship with beer. Interesting would be an understatement.
Make no mistake: Women + Beer go together
As I stated in my consumer emailer that went out last weekend, I’ve learned more about women than I thought I’d ever know. While I say that tongue in check, it’s also soberingly true. Being unconventional and not following any one else’s expectations creates a totally new and unforged path which is at times liberating and exciting, and at other time it’s a lot of seemingly damn thankless work.
I can tell you unequivicolly that it’s invigorating, powerful, profound and incredible work; I created this business out of nothing because I saw a tremendous opportunity. Opportunity to hear what women thought about beer in their words and a huge business opportunity that would benefit the brewers of America (if not worldwide). Today’s it’s ‘something’ and the professional community needs to realize the powerful and singular resource we are. Some of them get it, yet many are still scratching their heads.
Most American brewers are not able to meet the demand they’ve created for themselves so don’t see there’s a huge problem inherent and coming down the road directly at them. The problem is this:
- Women make fully 80 – 85% of all purchases…across all categories. Brewers: your beer is included here.
- Every business that’s paying attention to their future needs to see how remarkably important this is if they want to survive.
- The planet is in decline. The worst time to build brand affinity and loyalty is when there are way bigger things to worry about. Now is the time to build brand awareness and raving fans.
While women may still presently be the minority of beer drinkers, they still buy a large portion of it; never confuse drinkers with buyers. These two roles are different, they sometimes overlap but not always. An extremely adept female winemaker I know is a big explorer of beer – in small portions AND she’s THEE buyer of the beer for the wine making crew (her wine is uber tasty too).
Lately I’ve hosted some personal friend get-togethers at my home, women only invited. And while I will always highly value my male friends, for some reason I’ve been compelled to only invite women. And what an education it’s been for unconventional me.
This is getting kind of long….Tune in tomorrow to fine out more enlightening observations and thoughts about women and beer.
Tags: epiphanies, learning about women and beer, unconventional
Marketing Beer to Women, Part 6: Offer Social Opportunities
Sep 20, 2011 Assumptions & Myth Busting, Marketing, Women and Beer
Did you read yesterday’s Series post, Offering Educational Opportunities? Apply all those ideas with a social facet.
The key with social opportunities is this: it’s a pretty personal decision. How social does a woman want to be should be entirely up to her. Set up the opportunity so she feels comfortable keeping her mouth shut and observing, being right in the middle of the mix or somewhere in between. Both are personal interpretations of what kind of social interaction a woman wants in her relationship with beer.
Just like letting her pick the beer she wants to try or drink let her choose the level of social interaction she’s comfortable with.
From personal experience I can tell you that while I’m a very gregarious and friendly person, sometimes I simply want to sit back and stay quiet. Being more of the observer, taking it all in for a change. What you gain from that kind of outing is just as valuable and enjoyable.
Chances are good, she’ll get more and more comfortable and pretty soon she’ll be in the middle of the mix!
Marketing Beer to Women, Part 4: No Pink
Sep 16, 2011 Assumptions & Myth Busting, Education & Training, Something To Think About, Women and Beer
What brands do you identify with what colors?
- UPS with Brown
- Coca-cola with Red
- Orange with Home Depot
- Pink with Barbie, Victoria’s Secret and Susan G.Komen
And what does your brand color say about you?
From the market research that drives WEB forward based on hundreds of women across the country speaking freely about their relationship with beer, here’s a vast majority female voice: No Pink For My Beer.
Since we’re a psychographics based company, let’s look at some of the ‘why’ behind this critical marketing element of brand color. Since Pink is already equated with well known visible brands, then there’s no need to pink up beer at all. Why assign beer a stereotypical sexist color when almost everyone simply wants high quality, the flavors they want in a straight forward matter.
This isn’t dismissing authentically done efforts. Just know that because so many brands have pandered using pink to simply attract (they think) women into easy and empty sales, it’s now creates a reverse reaction for many, unless it’s related to the aforementioned brands.
Do companies market ‘men’s beers with baby/blue? I’ve not seen it yet. Using a color to sexualize a product is dangerous. Most can see though it and will run the other way. Fundraisers by groups in relation to breast cancer awareness/cure are perfectly appropriate AND must still be done well.
Branding colors very well done
When women are buying beer, they have a short amount of time on average to make their decision. Would pink be the first beer related color they’d think of? (unlikely) Or would they look for colors related to their favorite beer brands (yes).
Be extremely careful if you choose to assign a color to your brand if it’s only designed to try and attract a particular market. Ultimately it’s what your consumer thinks that matters, not your opinion.
Do goths go for beer with black labels only? Do environmentalists only go for green colored labels? Of course not. Like Part 2: Know Your Market states, you’ve got to truly know what they are about.
Beer, delicious beer as our friends at Ninkasi say, is based on personal flavor preferences and experiences. Don’t shoot your brand in the foot and look like you’re pandering. And good grief don’t disrespect the buyers of 80% of all goods & services (Women).
Alienation is a difficult road to mend. Be true to your brand, whatever colors you choose, and run with it from there.
Marketing Beer to Women Series Starts here
Tags: brand colors, no pink, sexist coloring
Marketing Beer To Women Series Starts Today
Sep 12, 2011 Assumptions & Myth Busting, Education & Training, Something To Think About, Women and Beer
Why is there a gender issue surrounding marketing beer to women? Because if there wasn’t a need to delineate women as a market share for beer promoters and sellers, we wouldn’t be discussing it.
Marketing is at the core here. And at the core it’s marketing beer to a target audience. When you look at how to market beer or any other product or service, you have to know who your market is and who to reach them. Gender in this instance is the market delineation.
- Yes, at the core marketing beer to women is about beer.
- No, it shouldn’t be about gender and in this case it’s the very market that’s being discussed so yes it matters.
Anyone who doesn’t understand this needs to sit down and take a lesson. A Marketer markets – they don’t sell, they don’t manage, they don’t make the product. They bring the product to the market – hence the term ‘Marketer.’ Doing it ad hoc by whoever can/is available/has time is a huge mistake for companies and branding.
Marketing is not a bad thing nor a four letter word. It’s a good component that drives your business forward, no matter what the official business structure is either (for profit, non profit and everything in between). It’s an essential part of any businesses wanting to be successful, whether you sell rockets to NASA or hops the local brewery.
Stay tuned for a lengthy series about marketing beer to women. You’ll gain valuable and usable insight, all based in consumer driven research to develop and serve the female consumer. If you’re a business, promoter or maker of beer, then you’ll want to pay attention. If you’re a consumer help the entire beer community out by speaking up about your beer (host a WEB women + beer focus group).
Part 2 tomorrow: # Universal Women + Beer Truths
Straight from the Source: Women + Beer
Sep 10, 2011 Assumptions & Myth Busting, Education & Training, Something To Think About, Women and Beer
- “I like the social aspect of meeting people, it’s not necessarily about the beer.”
- “I like the high it can give.”
- “I like learning about all the beers and foods together.”
- “I’m starting to drink beer again so I like the chance to learn about them.”
- “I like an ice cold beer after a hike.”
- “I like the carbonation.”
- “I like how it tastes.”
- “I like the really dark beers.”
- ” I didn’t drink beer until I started coming to these events.”
You don't know what women want from beer unless you ask them.
I like, I think, I want, I do, I didn’t…..All of these comments are as fresh as they get: they came from last nights WEB meet up. A room full of women, talking about beer.
Are you doing something like this? Are you offering women’s only events surrounding beer? Talking about beer and food is better than just beer too, by the way.
In the recent lively conversations about women and beer, many ask ‘why should beer be involved in gender discussion’ (to paraphrase)?
I’ll tell you why. Because in this case, women as a gender is the market segment that will help the craft beer community survive and grow, especially in light of the mercurial growth happening right now in the USA.
Ask women what they want, what they like and what they think they want to know about beer. They’ll tell you. And that’s real information anyone who wants to sell or promote beer can use immediately.
