Women Enjoying Beer

Don’t Refill Beer Glasses! Clean Glasses, Every Pour, Every Time

May 18, 2012 Assumptions & Myth Busting, Beer, Education & Training, Something To Think About, Unbelievable

• Do you already wash all your dirty glasses?
• Do you have enough glassware to service a full house (meaning there’s not a shortage of glassware)?
• Do you believe the beers  you serve to be a high quality and should be served in clean glassware?
• Do you promote and expect as much from the entire staff to do as much?

Then don’t refill an empty beer glass for a ‘refill’. AAAUUUGGGHHH!!! I saw it happen at a small brewpub in central Oregon last weekend. It’s a pub I like YET this was a huge turn off.

Clean beer glass, every pour

It’s appalling to think this is allowed, however intentional or unintentional. It’s the responsibility of the business owners to make sure they serve a fresh beer in a clean glass every time.

What if that glass was unclean to begin with (residue, film, sanitizer)? Yuck!

If you don’t have enough operating capital to wash every dirty dish appropriately, if you don’t pass along the passion of the beer to everyone who serves it, then it’s time to changes businesses.

Quality beer deserves a clean glass every time.

Do you refill a plate of food on a dirtied dish? Doubt it.

Consumers: Demand a clean glass with every pour. Your beer deserves no less than the best opportunity to please you. Clean glassware is a huge part of this.

Tags: beer clean glassware, beer disrepect, clean beer glasses, dirty glasses

If You Don’t Get It Yet, Marketing To Women Is Critical

Apr 30, 2012 Brain Stew, Education & Training, Marketing, Unbelievable, Women and Beer

“Unfortunately we do very little marketing as it is right now and we aren’t in a position to begin marketing to particular segments of the market right now.”

Unfortunate for whom? What is this breweries plan for marketing then? How do they afford marketing staff, POP, POS, trips to promote the beer, and keep the lights on at the facility?

And what segment of the market then is this brewery actually marketing to, if they are apparently not marketing to…well, we don’t know that do we. Do they?

Sarcastic? Yes, a bit. True? Absolutely and entirely.

What I find truly remarkable and stunning is that anyone bringing anything to market thinks that ‘money for marketing’ is an added business budget line. Maybe bringing a plumber in to fix leaks is extra too…(This brewery has been in business since 1989.)

If you don’t already have a full on marketing plan with budget in place, you need to go back to the drawing board and make sure it’s in place. Who do you expect to buy the products if you say you don’t have a marketing budget. With respect to swine, this is hogwash.

And women aren’t a ‘particular segment’ – they ARE the market in the USA. American woman make between 75 to 85% of All Purchases, across category lines in the USA. I would call that the force to reckon with, not a ‘particular segment’.

Does your marketing plan have you trapped by your own thinking?

It’s also incredible to me that hiring specialists is apparently a difficult concept for many people to understand. Think about it this way: You’ve got a car and very few of us actually work on or fix our cars this day and age. So what do you do? You call a specialist. This is the same thing.

If you truly want your marketing to hum, if you seriously want to gather more market share that will help not only pay your current bills – it will lead to increased market share and therefore increased sales, then you better tune into women as buyers.

When will they be in a position? And will ‘right now’ ever go away? Or is this just an excuse to push off help they’re afraid of because they don’t understand it?

It’s that simple. And this email excerpt is sadly that remarkable.

Tags: dangerous thinking, knowing your market, misguided, specialists

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

Comments from yesterdays "Chick Beer Backlash"

Sep 7, 2011 Something To Think About, Unbelievable, Women and Beer

Yesterday we highlighted this beer and just some of the conversation it’s generating (read the comments).

Today we’re sharing a few that came straight to WEB (per our comment post).

1. “Well said Ginger.  First of all, this seems like a very “dumbed-down” marketing approach towards women, and you’re spot-on with knowing your audience. Secondly, it’s just done in bad taste!  How can someone studying marketing towards women not realize that our aesthetics go far beyond hot pink and negligees…I know that was intended to look as a LBD [little black dress], but it’s obviously designed to look as lingerie. It just blows my mind that all of the well designed artistic packaging in Shazz’s mind doesn’t appeal towards women.  Does she really think women are so flat?  Look at Sierra, Anchor, Brooklyn, New Belgium, Founders, even Pabst! Wonderful design encompassing many different elements and principles of art…not curly cue letters and hot pink.”
2. “Agree 100%! Chick beer? I’d hate the see what the male counterpart to that would be.”

What do YOU think?

Tags: backlash, Chick Beer, dumbing down beer, follow up, sexism

Chick Beer Backlash

Sep 6, 2011 Assumptions & Myth Busting, Education & Training, Something To Think About, Unbelievable, Women and Beer

Have you read this yet? Please do – then continue reading.

This article in particular was forwarded to me by a few industry friends (thanks) and I am well aware of the beer and its founder Shazz Lewis.

I rarely comment online since I find the format to be too anonymous to really do any productive good. However, it’s a timely issue and my speciality so this is what I posted in comment:

Beer is beer, true. Marketing is not marketing however. You must know your market – starting with what they want, directly from them (your target market). Women Enjoying Beer is the only business on the planet that does just this. And interestingly enough Shazz called me a several months before the launch to pick my brain – ‘brain’ being the collected and ongoing research of hundreds and thousands of women who have participated in focus groups all across the USA.

p.s. I only wish that all the strong opinions out there were also strong enough to be proud and transparently post their real names. If there’s no shame, then there’s nothing to hide. Like my good friend Maureen Ogle states, “Don’t be afraid of your opinions.”

Tags: Chick Beer, disrespect, Marketing to Women, mistake, Shazz Lewis

Complement vs. Competition

Aug 8, 2011 Education & Training, Something To Think About, Unbelievable

• Complement: something that completes or makes perfect
• Competition: the act of competing;  rivalry for supremacy, a prize, etc.

Who do you think you complement and who do you think you compete with? If you really sit down and consider these two terms you’ll find that more often than not you complement and don’t compete.

For example, if two breweries decided to set up shop within the same one or two city block space, more than likely they’d be glad to have each other there. The more beer options there are to explore that motivate people to get to either location, the better. Because then the consumers who decided to go to X brewery may also wander over to Y brewery, and vice versa.

The most important thing you can do and bear in mind when making active decisions is this consideration – complements are good for any business, as is healthy competition. Usually though it’s complementary; no two people or their businesses are ever going to do the same thing precisely in the same way or style. Ever.

Think about who you plan to include and exclude very carefully and never assume. For instance WEB inquired about attending a very recently completed major beer festival. We wanted to be there since we’re beer educators for consumers and professional and also see beer gear to help spread the word and generate revenue (breweries = beer for revenue, WEB = knowledge for professionals for revenue, beer gear for consumers for revenue). We were summarily and flatly told ‘no’ you’re not welcome because they judged us as  competition. (Lingering question: did they have women’s shirts?)

What?? The existing structure needs to be fixed, all bias aside. To universally dismiss before consideration is small minded and very self absorbed. one person or committee is making the judgment for thousands.

Hence, the entire beer community that was present at this festival missed out on us augmenting and enhancing of craft beer – encouraging responsible participation and learning therein which perpetuates the very brands that the organizers wants to supposedly market to keep the festival going. Pity.

Have we rolled over? Absolutely not. This is an idea worth fighting for. After all, we couldn’t represent the female consumers if we just gave up. No way.

Think. Consider. Inquire. Then decide after sleeping on it all. We’re a complement to every festival because there are women at all of them. If you want more women, in fact, you should be seeking us out because we get big “FINALLY!!” kind of comments and reactions from women and also from some enlightened men.

We want the same thing you do – even if you don’t get it yet: more female consumer involvement. If you don’t quite understand how critically important this idea is yet, get on the bus.

Be complementary in what you do.

Tags: competition, complementary business, consideration, festival rejection, small mindedness

Worth Repeating: No Such Thing As A "Woman's Beer"

Jul 22, 2011 Assumptions & Myth Busting, Education & Training, Unbelievable, Women and Beer

KPAM radio in Portland Oregon called me yesterday to be part of the show because they were discussing “women’s beers”. There’s been some coverage lately of companies doing campaigns with products they think are geared towards women. Beer ‘made’ for them.

Hogwash.

While I’d agree with Kristy on this point: “Women are an essential part of future growth for the beer industry and can no longer be ignored.” I’d totally disagree on this one: “We need to repair the reputation of beer among women by launching products that meet their needs.” [Caveat: this is all in the UK.]

Photo by Kate K Parks

Needs? Really – what are womens’ needs for beer? How about this: Fresh, quality, variety.

WEB can tell the American brewers: DON’T DO THIS!!!

Making quality beer is the right thing to do. American brewers: keep brewing what you’re brewing.

The problem that almost all beer professionals still have is that they don’t see that focused female education is the answer to getting women into beer.

It most certainly isn’t making a special batch of something. Start by asking them what flavor they like (then matching what beers are available), then talk to them about why they drink beer AND why they don’t drink beer. Therein lies the answer.

Psychographics will give you all the answers you need to help properly market beer to women.

It incenses and insults women when you pander to them by making a beer especially for them. Seriously, this is not the point at all. In fact if you think this, you’re so far off that you may as well close shop.

You’ve got to know the market your pursuing before you try to sell any product, good, or service. Read Marti Barletta’s book Marketing to Women. It’ll give you all the ammo you need to ‘get it’. Then when you’re ready to hone in on marketing craft/beer to women, call me.

Think about the converse: there isn’t a “man’s beer” being marketed just to men. That’d be ridiculous. To know what people want is important, yes. First you have to find out why they do (and don’t do).

Remember:

• Women influence 80% of purchases, across all categories.
• Females comprise over half the global population.

If you’re not understanding this, you’ve got a huge problem.

FYI: I’ve posted on Molson-Coors before. Every time I do Kristy chimes in. They’ve yet to invite WEB to help them in this arena.

Tags: beer for women, Marti Barletta, Molson-Coors

Women Are The Market You Must Invest In Now

Jun 15, 2011 Education & Training, Something To Think About, Unbelievable, Women and Beer

Professional Beer Community Members:

When will be the right time for you to think about women as a market share, as the ones who make 80% of purchasing decisions and are the majority global population?

When you started your company did you wonder where you’d grow, who would support you, and how you were going to get there?

I am constantly mystified by the lack of professional beer community members’ inaction to engage women as a full fledged market segment. Are you “so busy” that you don’t want to make time to think about the future? You’re already buying commodities and products years in advance (e.g. hops, equipment) to fuel your breweries and business down the road. Who’s going to buy all that beer?

Saying you’re too busy is an excuse. We all have the same 24/7/365. And we know what it’s like to wish for 35/8/400 just like you do. So do all the women out there you’re not yet paying full attention to. All market segments start small first.

YOU MUST THINK ABOUT WOMEN NOW.

As consumers, as supporters of your brand, as your survival – and of the survival of the entire industry. Heck, how about as integral family members that support the brewers directly? Don’t they deserve attention and action?

If you are stuck on the idea that only men, the current already 70+% of the male population, that is already engaged, is going to fully support the industry, think again.

With the mercurial growth of the craft beer community AND the enormous not-slowing-down global population, you’re going to have to see the light sooner than later if you want to survive.

Here’s a familiar story:

“I wanted to respond to your request [WEB had been asked to consider it previously, it wasn't a cold call] and let you know that while we think your insight would be helpful for our members, as the newest XXX group/chapter/organization/arm, still trying to get a little breathing room in the treasury, we cannot afford the requested terms at this time. I have seen some of your work on the BA forum and New Brewer, and hope we can make it work down the road.”

While it’s ‘nice’ to know we’re getting noticed, what’s not happening is people really truly seeing the short sightedness of not taking action now. Did you have the money to open your brewery without taking a loan or money from supporters? You borrowed on your future. “Helpful”? How about critical. “Hope” is empty. Action speaks. And women are listening – although they’ve little to tune into right now.

The Craft/Beer Community (all supporters there-in too) would be wise to echo their roots: Look past the next few years of simply trying to meet demand (of which you’ve created and apparently wanted…). You didn’t start or get into your business to only think about the next week, month, or few years, did you? Well, did you??

Like Hugh Sisson told me at the CBC last year, why aren’t more people taking advantage of finding out what they can do per marketing beer to women?? Great question, Hugh.

Now’s the time, actually yesterday was even better, for all professional brewing community members to be seriously interested in what’s going to happen 5 years from now when you haven’t fully pursued marketing your beer to women.

The craft beer brands will be even more saturated with choice and you’ll start cannibalizing each other with existing buyers.

You should be frustrated that not more than the paltry high 20 something % of women are enjoying your beers. Would getting only 25% of your grain order be satisfactory to you? Or only selling an average of 27% of your beer that’s ready to go?

Regardless of what your brand looks like and appeals to now, liken it to equipment maintenance. You know you need to get the filters changed and certain things checked by professionals periodically, yes? The same follows here. Securing the right expertise to ensure you’re headed in the right direction with relevant, timely and current information is as critical as getting your grain on time.

Does this sound like a rant? Maybe. Just know WEB is the voice of hundreds and thousands of women all across the country who want to engage in your beers. It’s the voice you need to listen to now.

It’s frustrating to be sitting on explosively useful information that can fuel your long term success and yet no one is interested in it.

There are some enlightened souls throughout the industry (too few) who grasp and understand how important this is: marketing craft beer to women properly. It’s frustrating to be at the voice for a very large group whom your (you, not me) business depends on and have that voice be all but (still) ignored. Women are speaking up to WEB because they want to be heard, they have something to say, they want you to listen…and….it’s not happening.

The time to start saving for retirement isn’t when you’re close to retiring. It’s decades before. Your investment needs to start now.

What are you waiting for?

Tags: invest in women now, marketing craft beer to women, start now, waiting until it's too late

All Ale The Ladies Beer Pledge

Jun 7, 2011 Assumptions & Myth Busting, Beer, Beer & Food, Celebration Worthy, Education & Training, Events, Good People, Unbelievable, Women and Beer

It takes so little to make people happy.

Quality beer, lively company, fun atmosphere, and terrific hosts. When I say ‘little’ I don’t mean minimally or small things. It’s the effort part. Let me explain.

If you’re going to do something, then you’re going to put effort into it, right? And if you’re going to put effort into it, you may as well make sure you’re doing yourself, the effort and all related resources to good use. Otherwise, don’t bother. Plus – women don’t like half-baked attempts.

All Ale The Ladies 2011, The Black Squirrel (DC)

At the All Ale The Ladies event Sunday last (6.5.11) in Washington DC, everything was spot on. Yes, it was crowded (how many dozens of women wanted to come that got turned away!?). And the energy was off the charts!!! The energy compensation alone made the squished-in-a-small-space-college-party-feel totally acceptable.

It was a distinct pleasure to be a featured guest speaker – in great company, might I add – as well. In honor of the women in attendance (and a few sporting men), during my brief spotlight turn I spontaneously had the entire room raise their right hand and pledge:

“I am a Woman/Who enjoys my beer/

And no one else can tell me/What beers to like or drink.”

It’s almost needless to say that there was a huge and uproarious ‘Cheers!’ to the pledge when we were done.

Really, it’s simple: get engaged participants in the same room (women), serve them right (fresh quality beer and food), take care of them (service again), thank them for coming (external customer experience), thank the generous hosts (internal customer experience), talk about beer (education), treat them with respect as consumers (no-brainer for too few), and you’ll hit it way beyond out of the park. Try the next county.

My sincere gratitude goes out to the following for inviting me to be part of this event. And for putting together and executing such a successful and impactful evening of Women in Beer:

• Tammy Tuck, the Lagerheads; Hollie Stephenson, The Black Squirrel; Rachel Murray, Bourbon.
• Heather McAndrews, Washington City Paper & Amy, Avalon, Chef/kitchen staff – all of The Black Squirrel.
• Julia Herz/Brewers Association, Sebbie Buhler/Rogue, Lindsey Miller/Baying Hound, Jessica Muskey/Premium Distributors, Emma English/Starr Hill Brewing, Lauren Boveington/Great Lakes Brewing, Kristi Mathews Griner/Hops Grill and Brewery.
• And perhaps the most – since they’re the ones who showed up to cram it full and to keep learning and being inspired by quality beer and other women in beer: the bar full to overflowing of incredible, enthusiastic, beer loving women.

Thanks from the bottom of my glass and heart! Hope to see you all sooner again that later.

Here’s a whole slew of fabulous pictures by Heather McAndrews to enjoy.

Tags: All Ale The Ladies 2011, Bourbon, Emma English, Hollie Stephenson, Jessica Muskey, Julia Herz, Kristi Griner, Lauren Boveington, Lindsey Miller, Sebbie Buhler, The Black Squirrel, the Lagerheads, Washington City Paper, Washington DC, women in beer

Shattering Miss-nomers: There is no such thing as a "Ladies Beer"

Jun 2, 2011 Assumptions & Myth Busting, Something To Think About, Unbelievable, Women and Beer

• Ladylike
• Feminine
• Beer
• “What kind of beers do women like?”

photo courtesy Kate K Parks

Let’s shatter the misnomer some people think (women don’t like beer) here and replace it right now: WOMEN LIKE BEER.

Women of all kinds like all kinds of beers. Women like beers they’ve had already, they like beers that haven’t had, they don’t like all beers they’ve had nor will they like them all either.

The key is to remove beer racism. Remove any thinking or preconceived anythoughts from the idea that there is such a thing as a ‘Ladies beer’ (and kill the term ‘Ladies’ too while we’re at it).

All people will engage when given the chance in anything they may be interested in. Women are part of these ‘all people’. Don’t think of craft beer as a drink for just men, as some brewers have clearly and mistakenly communicated over years and years of time and advertising. I seriously doubt that the bad ad progenitor actually asked women “would you like to be portrayed as all jiggle and no brain” in past campaigns.

Okay – I take that back. Do it if you don’t respect women or want to insult the females you care about in your life (family, friends, colleagues).

There is no such thing as a ‘woman’s beer’. Just like there’s no such thing as a ‘man’s beer’. Anyone who even remotely thinks that (or that idea is the answer) is seriously misinformed. Or pandering. Or both. However well intentioned – they are misinformed. This kind of thinking sets movement in a reverse motion, not moving forward.

The next time someone asks me, “what kind of beer do women want/like/enjoy?” – I’ll smile and tell them the answer I give myself: The One In Front Of Them.

Tags: bad steroetypes, Miss-nomer, shattering myths, women like beer