Recent Articles
Stats and Information from the Brewers Association
Jan 10, 2012 Beer, Celebration Worthy Leave a comment
What associations and organizations are you supporting? What groups claim you as a member?
One of the organizations that we are members of is the Brewers Association. One thing I like about them is that they provide plentiful and easily accessible information. Yesterday I got a mailer with updated ‘good stuff’ so I want to share some of it today.
Not a member yet? It’s worth while if you are a consumer who enjoys beer, a business in the beer community, a brewery, or a distributor. As with any membership, you get out of it what you put into it too.
- US Beer Market = $101 Billion
- 203,576,450 Barrels of Beer
- 1753 breweries in operation for some or all 2012, the highest number since the late 1800′s
- Well over 100,000 jobs surround the beer community in the USA (including the fabulous service staff of pubs)
Other Beer Related Resources We Recommend:
Gender and Age Shouldn’t Matter for the Cicerone Program
Jan 9, 2012 Assumptions & Myth Busting, Beer, Education & Training, Something To Think About 9 Comments
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.
Festival Enhancement: Invite Women Enjoying Beer
Jan 5, 2012 Beer, Education & Training, Events, Good People Leave a comment
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!
10 Things Every Beer Label Should Have On It
Jan 3, 2012 Beer, Education & Training, Marketing Leave a comment
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.
Beer (And…) Womanifesto Decree
Jan 1, 2012 Beer & Food, Celebration Worthy, Events, Good People, Women and Beer Leave a comment
It occured to me early this morning that I never published the Decree I wrote and then delivered in honor of the Beer for Boobs Brunch 2011 (during GABF & Denver Beer Fest time).
The remarkable, smart, gracious, thoughtful and classy Stevie Caldarola of Ladies of Craft Beer and Freshcraft hosted this beerific benefit brunch. The hosts were great with it, the crowd participated and gave us a round of applause afterward.
Enjoy the decree this New Years day ~
Beer For Boobs Womanifesto, this 30th day of September 2011
Decree
We, the Women of the United States, in Order to maintain a healthy body, establish self examination, ensure comfortable clothing, provide for the common good health, promote the general Welfare of breasts everywhere, and remain proud of our chests and ourselves and our gender, and establish a more perfect Boobion, do ordain and establish this Constitution for the Boob For Brunch America:
Article 1: All boobs deserve proper care and maintenance to ensure healthy adventures in the world at large
Article 2: All boob hosts are to be proud of their boobs and the boobs of others for as long as they are able to do so.
Article 3: I take it as my personal mission to support all boobs everywhere and also support the care and treatment of boobs less fortunate
Article 4: I will not stand by and let anyone malign any boobs for any reason. They are all deserving of respect and good will.
Article 5: I will respect and protect the boobs of myself, my family and my friends as needed and called upon to do.
Article 6: I will support the good health of boobs the world over, as a Goodwill Boob Ambassador, exercising diplomacy and Advocacy.
Ginger & Stevie with the Booby Prize, 2011
So with the above to be true, I hereby bequeath Stevie Caldarola the 2011 Beer For Boobs Booby Prize award for her efforts in extolling the boob virtues we are all here to support. [custom decorated bra]
Everyone raise your right hand and repeat after me:
“I _____,
Do swear to uphold and extol
The rights of healthy boobs everywhere.
I promise to be
Available to those in need
When they call upon me to help.“
Cheers!
31 Facets of Women & Beer: Facet #31
Dec 31, 2011 Beer, Beer & Food, Education & Training, Marketing, Women and Beer Leave a comment
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:
- Beer and food go together. That’s the first most obvious one.
- 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.
- Beer and food complement each other so well. They bring out flavors in each other that when standing alone may be missed.
- 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.
- The beer community and food community have much to share and benefit from mutually when they collaborate.
- 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: Facet #30
Dec 30, 2011 Beer, Education & Training, Marketing, Women and Beer Leave a comment
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: Facet #29
Dec 29, 2011 Beer, Education & Training, Marketing, Women and Beer Leave a comment
Beer and good health. Those two can go hand in hand.
Moderation is the key, of course, as it is with darn near everything we consume. Multiple studies come and go, are released with much buzz only to die down, around health and alcohol consumption.
WEB isn’t here as an authority on health studies. We are here as an authority on women and their relationship with beer. Women, in general, are pretty good at moderation, perhaps partially because they are primary caregivers (whatever the household structure or other bodies involved). A sense of responsibility for women (and men) influences behaviors.
As a beer oriented business, never encourage over drinking, choose festivals that portion out the beer (no give ‘unlimited’ samples), and be really in tune with the consumption of your patrons.
There are many reasons moderation should be observed – in beer, food, goods, electronics, and everything else. For now suffice it to say women want to enjoy beer and good health. And there’s every reason they can and should.
31 Facets of Women & Beer: Facet #28
Dec 28, 2011 Beer, Education & Training, Marketing, Women and Beer Leave a comment
Successful events attracting women to beer universally involve 3 elements: Social, Education and Value.
We’ve covered these three over and over - and they bear repeating. And I want to make sure the connection of having all three are understood for events development.
How many festivals are you involved with each year? In order to make the investment (donated/reduced cost beer, labor, supplies, travel), choose selectively.
Choose well run festivals to get women to your brands
Not all festivals and beer oriented events are nearly created equal nor should you participate in them all. Not by a long shot. Do your due diligence, don’t just throw money around. Match the events to your brands and goals. Attracting women should be one of your goals.
Take a hard look at existing festivals before you join in: Are they truly female friendly? Do they include the three elements above, thereby attracting women (not just for tag alongs)? If there are images of people involved in the marketing of the festival, are they respectful of women?
If it’s a new fest, ask the critical questions: What are you doing to attract women appropriately and respectfully? Are there plentiful bathrooms AND handwash stations?
And here’s a bonus idea today: if you want to attract women to the festivals you’re involved with, ask the organizers to offer group pricing to women who come together. When given incentives to do so, women for sure take advantage of these kind of special goodies – and there’s no patronization involved.
31 Facets of Women & Beer: Facet #27
Dec 27, 2011 Beer, Education & Training, Marketing, Women and Beer Leave a comment
Let’s plunge into #27 with Marketing to Drive Female Traffic to your beer brands.
Be they:
- Breweries
- Taprooms
- Brewpubs
- Restaurants
- Bars
Marketing to women, as we’ve discussed before, is different from marketing to men for every product. Since everyone is different from each other to begin with, we must first acknowledge there are differences. Differences does not mean not equal. Different means different as in not the same techniques will work because one group thinks in ways not like the other group.
Women base purchases on different factors, they look for different qualities in the products and services they purchase, they repeat transactions, and endorse or abandon products and services based on different things.
Do you know how ot market your beers to women?
Yes, there’s some overlap – that’s part of all of us being the human race. That said, women buy differently than men. Men buy differently than women.
Recognize this, figure out the differences and then address and attract target market shares accordingly. Smart businesses realize women are not only the future of beer, but the continued future of all purchases (across categories).
31 Facets of Women & Beer Series starts here
