Survey Feedback Requested: The State of Women & Beer
Jan 21, 2012 Beer, Something To Think About, Women and Beer
If you’re a woman who has an opinion or two about beer, then we want to hear from you!
Women Enjoying Beer is creating a report that will be delivered to and available to various professional audiences all over to help them address women and their relationship with beer.
Background info requested: specific state and country where you live (city is fine if you want to share it too), estimated length of time you’ve enjoyed consuming beer, number of people in your household, pastimes and affinity groups you’re part of. This info will be kept private, and never shared or given to any parties. Ever.
We’re looking for representation from all 50 United States, U.S. Territories and Associated States including: American Samoa, Federated States of Micronesia, Guam, Midway Islands, Northern Mariana Islands, Puerto Rico, Republic of Palau, Republic of the Marshall Islands, U.S. Virgin Islands
We welcome and encourage all women around the globe to contribute. This is a viral invite: feel very free to forward it to women you know, wherever they may be. (thank you)
Please consider these queries carefully. While flippant answers are funny, what we’re asking for are thorough true responses to the posed ideas. You can write as little or as much as you wish – we’ll edit and compile regardless of what we get. Note: The more thorough the response, the more insight you provide the more powerful and useful insight WEB can bring to the professional beer community to properly address women as a powerful voice and market, promoting respect and progress.
Women Enjoying Beer is the only business that is focused on women and beer starting with the female consumer first. “Consumer” can mean the buyer and or the actual drinker. WEB collects qualitative psychographic information; suffice it to say – we’re looking for the reasons why you do and don’t do things; in this case it’s in relation to beer as a woman. (If you’re a man please forward this to the valuable women in your life – thank you).
We’d ask that you please return your responses for this specific project by February 29th (yes, it’s a leap year!). Of course we’ll accept them after that point as well yet we want to set the pace and there will be a lot of compilation to be done. You can reply via email (Ginger (at) WomenEnjoyingBeer (dot) com, cut and paste in the body of an email, or create a separate document.
Scale of ROS (Return On Survey). We want to thank you for making time in your day to respond. If you include an accurate mailing address, here’s what we’ll send you as a token of our thanks:
- Complete responses to 10 – 15 = 3” full color WEB sticker
- Complete responses to 16 – 25 = 5” full color WEB sticker
- Complete responses to 26 – 40 = 5” full color sticker and WEB (recycled) pencil
- Complete responses to all 50 = 3” & 5” full color WEB sticker and (recycled) pencil
Even if you’ve answered these before, opinions and habits, practices and thoughts evolve. Please consider contributing again. I realize it’s a lot to ask. Know we are extremely grateful for your contributions, however extensive or minimal they are. We understand you’re busy – we are too. We’re working to shift culture and you can help.
Settle in with a delicious beer and have fun with it. Our sincere thanks for all contributions. It’s truly an honor to amplify your voice.
With much gratitude,
Ginger Johnson, Founder, Women Enjoying Beer
- Why do you drink beer?
- Why do you like beer?
- What kinds of beers do you like?
- How often to you drink beer and what helps dictate that pattern (however varied)?
- What would compel you to try a beer you haven’t tried before?
- What dictates when you choose what beer?
- What do you want from your beer? Conversely, what don’t you want from your beer?
- What kind of beer education or social beer opportunities would you like to take advantage of?
- How do you want the beer companies to address/acknowledge you as a female beer drinker?
- What kind of atmosphere do you prefer when you drink beer?
- What are some elements of atmosphere that turn you off, even to the point of not patronizing a place because of them?
- What do you think about present beer marketing and advertising as it relates to you as a woman?
- Does size matter for your beer?
- If I use the word “craft: beer, what does that mean to you?
- If you use the term “craft” how do you define non-craft beer?
- Do you drink any combination of beer, wine and spirits (please specify if so)?
- Do you find learning about beer to have any roadblock for you? If so – what are they?
- What kinds of establishments do you patronize to drink beer and why do you choose them?
- What kinds of establishments will you avoid when you want to drink beer and why?
- What would you say is a rough percentage breakdown of drinking beer in your own home, drinking beer out, and drinking at friends’ (non public establishments)?
- Does weather affect your beer habits and if so how?
- Have you ever homebrewed?
- If you’re a home brewer or live with one, will you take those beers with you to places and people? Tell us about why you do or don’t.
- If you have homebrewed, tell us why you tried it or why you currently do it (however sporadic).
- What other factors affect your buying and or consumption of beer?
- Will you travel to try a beer and if so why; if no – why not?
- How far will you travel to get a beer and what are the factors you consider in doing so?
- What do you drink when you travel?
- Have you ever expressly taken a trip with a focus on beer in any way? Tell us about it.
- Where do you shop for your beer?
- If you’re a cross drinker (drink beer, wine and spirits) what is the breakdown percentage wise of how often you choose each of the 3 drinks?
- Are there any beers you won’t try or buy? Why?
- Please tell us what you think or know what beer distributors do.
- What kind of beer marketing do you notice and why?
- Where do you notice beer marketing, in any formats (billboards, TV, magazines, online, posters, packaging, etc.)?
- Why do you notice the beer marketing you do?
- Tell us if you think current beer marketing is inclusive of women and why (or why not).
- What kind/s of marketing – in any category – gets your attention and why?
- How do you want to be marketed to as a woman who enjoys beer?
- What can a beer oriented company do to get your attention?
- Do you use any social media platforms – if so which ones; if no why not?
- When are you likely to buy a beer solely based on an advertising campaign or marketing effort?
- What does a beer company, restaurant, bar or distributor have to do to get you to buy from them more than once?
- Are you loyal to any brands (or any sort) and if so why? If not why not?
- Do you want to know the story of the beer business and why or why not?
- How does knowing anything about the beer company influence your purchasing of their products?
- Do you want to know about beer company’s fiscal, social, and environmental practices – why or why not?
- Are you the primary caregiver of your household? Do you buy the majority of all products for the household?
- Does a care giving role influence your relationship and consumption of beer? If so how so, if not, please explain.
- What about your lifestyle and family (however large or compact) affects or influences your beer consumption?
Additional comments and ideas welcome.
More Quotes II
Jan 20, 2012 Beer, Something To Think About
“Every point will lead you somewhere.”
“Start one way and it can take you somewhere else.”
- Jason Oliver, Devil’s Backbone Brewing, GABF 2011 Media Luncheon
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 #8
Dec 8, 2011 Beer, Education & Training, Marketing, Something To Think About, Women and Beer
Economics lessons rarely include the everyday idea: how do I budget my enjoyment of beer into my life?
What's the economic proposition of your beer for women?
While most women perhaps don’t think that specifically (although I know some do have a beer budget!), it’s important nonetheless to recognize that:
- With women the spenders of 80+% of all dollars in the USA…
- With females being 50+% of the global population…
- With THOUSANDS of beers out there…
…one needs to be cognizant of the beer budget for women.
One great thing is many beers are highly affordable per volume proposition. A six-pack of bottles or cans is a very economical way to fully enjoy many ounces of flavor, share and repeat.
Look at how your beers are priced, including the pricing per packaging with her in mind. She makes the purchases, even though she may not always even drink it. She’s still in charge (or cash or check).
31 Days of Women & Beer: Series Start
Dec 1, 2011 Beer, Education & Training, Something To Think About, Women and Beer
Flavor-full beer
Since we like series, and people seem to also like them, we’re going to start into a new one today.
31 Facets of Women and Beer: Facet #1, 12.1.11
Women want flavor.
Everyone wants whatever they drink or eat to have flavors they like. Women are no different and certainly part of the ‘everyone’ generalization here.
According to the Wikipedia community entry of Flavor, it’s a sensory impression. It’s that simple.
Consider flavors. Most importantly, when talking to women about beer, start by talking about all flavors, not just beer or alcohol flavors. Open the flavor door wide and you’ll gain a wealth of knowledge.
What Makes a Beer Community Healthy?
Nov 30, 2011 Good People, Something To Think About
Inclusion is important
Making sure all members of it are invited to the conversation, invited to share a beer with no preconceived notions or expectations. This includes:
- Consumers at every level of beer interest and knowledge
- Brewers and brewery professionals
- Vendors and suppliers, growers and manufacturers
- Distributors of all kinds of beer (like the flavors or not, it’s still beer)
- Retailers, both on premise and off premise
- Ancillary partners like festival organizers and other supporters
They are all links on the chain that makes the pull successful: quality beer that everyone can safely enjoy. Break a link or leave one out and the chain is weaker for it.
Maintain the chain, keep pulling.
Offer A Rainbow of Variety During the Holidays
Nov 18, 2011 Beer & Food, Celebration Worthy, Something To Think About, Women and Beer
Yes, many beers this time of year are oriented for the fall and early winter months. Yes, a lot of them provide a great new flavor for you and your guests to enjoy. And yes, try them!
Also bear in mind that the ‘standards’ are equally excellent this time of year, and here’s why.
People get together for events, festivals and holidays. Since it’s just about full on holiday season in the states, it’s the perfect time to make sure you have as broad a range of beers as our fine country has people. Some people can tend to overdo it during the holidays as well. So if you can help them fully enjoy and suffer no remorse, that’s especially good for all (including the beer!).
Guests should always be first when you’re thinking about what to serve, for beer and food. After all, if you didn’t care about them, you wouldn’t invite them over.
Offering a range of beers to all the guests that will come and go this season will ensure your status on the Nice list.
Holiday Variety
Here’s a selection of beers I’d recommend to keep on hand this holiday season.
- Pilsner and/or Kolsch
- Pale
- ESB
- Hefeweizen
- Belgian
- Lambic
- Brown and/or Red
- IPA
- Porter
- Stout
- Barleywine
- Cream
- Vienna
- Schwarzbier
- Gluten free choice/s
- Cider
I realize the fridge needs to be large and there may or may not be room for the complementary foods. Nonetheless, that’s why there are coolers, and when you’re friends ask “what can I bring” tell them ice and a cooler.
Keep a full pitcher of water close at hand as well - ensuring hydration with all the merriment in an easy “oh yea” kind of way benefits everyone.
With this kind of selection, you’ll be ready to be voted Best Holiday Host. Have fun, get ready and savor the flavors this holiday.
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.
-
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
Going Rogue
Nov 13, 2011 Education & Training, Marketing, Something To Think About, Women and Beer
Christine recently signed up for the WEB Mem(beer)ship Prosumer subscription. makes perfect sense: the brewery she is with wants to be at the front of the pack, and in many ways they are. Thanks to Christine for her support and recognition of what WEB can do for beer businesses.
Thanks Ginger.
I’ve been checking out your website. WOW, so much information. I’m starting with your Marketing to Women series and plan to move through your categories.
Thank you for providing so very much to think about, just hope I’m able to do you justice and implement it all!
Cheers!
[She's from a Major Pacific Northwest Craft Brewery]
Tags: inside information about women and beer, mem(beer)ships
Did You Hear The One About The 3 Year Old Dressed Up As A Hooker?
Nov 11, 2011 Beer, Marketing, Something To Think About, Unbelievable, Women and Beer
Here’s the clip. Take a look then come back.
Shine the light: Sexism is Bad
If you have or had a 3 year old daughter, would you do this to her? This poor little girl has no comprehension of the bigger message it sends. You should be appalled, and if you’re not you should go in for a lobotomy. And the mom should do some community work in shelters for battered prostitutes or at an STD clinic.
WEB is exactly about culture shift. This case is an example of extraordinarily poor judgement by a mom. Shame on her – it’s not cute, it’s tragic and terribly ignorant and selfish.
Women help perpetuate this by doing it to themselves; perpetuating the myths that it’s ‘okay’ or desirable to focus on being sexy or that prostitution is sexy. It’s not. It’s degrading and no one wins.
The beer community best take note: when beer ads portray women as sex objects, you only help the degradation, rest assured. And the insultatory tone and so-off-base idea pisses women off.
Wake up everybody.
- Women: don’t you dare think this is appropriate. We only allow ourselves to languish and not go forward – we go backwards. Want equal rights and equal pay? Then demand respect, make sure you don’t do something this stupid and short sighted. Get rid of the idea that sexy Halloween costumes are good for you or fun either – they’re not. If you think you have no other value beyond skin level, then find a strong woman to help you see the light.
- Men: Do not put up with this. Make sure you are truly respecting the females in your world – whether you know them or not. Demand respect and removal of sexualized images from the beer world. It’s not the world I want to be part of yet it’s still there in the corners, certainly in some pockets more than others. And the craft community is far from guiltless here too.
- Beer community: Wake up and change sexist labels and overtly sexual adult humor. It has no place in the family beverage that beer is and should be portrayed as. Do we not already have enough of an uphill battle??
Sexism is harmful, never funny nor cute. Pay attention, force respect and change. You owe it to every female you care about, including yourself.
Tags: poor judgement, sexism, sexist beer ads
