Yesterday I covered 4 considerations for a successful women’s beer event. Today let’s cover the purpose of a women’s beer event.

Purpose, as defined by Dictionary.com, is “the reason for which something exists or is done”. So the first thing to ask yourself is “why should we plan women’s beer events.”

Anytime people ask me how are we going to do this, I ask them first – what’s your goal? Why do you want to do what you say you want to do? Why do you want it to exist? If you can answer, that keep going. If you can’t stop, think on that and get back to me when you’ve got it in mind.

Because ‘it’s a cool idea’ is not enough (so’s a cold shower) nor a sound foundation of purpose. You’re after solid results, not smoke and warm fuzzies. The warm fuzzies and sustainable business growth will come when you are successful.

Kate & Ginger - Women Enjoying Beer with a purpose (Kate Parks Photo Library)

Purpose and goals of women’s events can include being part of a dedicated campaign to attract and retain more female craft beer consumers, it can be to thank the ones you have and have the existing fans invite new female enthusiasts to join them – thus increasing the size of the pool. Purpose can and should include featuring your beer to all enthusiasts; guest beers and all beers if you’re a beer bar or multi-tap.

When you expressly invite women only, you create a powerful group of raving fans. Fans who will spread the word far and wide shamelessly – helping you in your business.

Isn’t that worth defining your purpose? After all if you’re out to make high quality beer you are passionate about, then put the reciprocal effort into treating the female market share well. They’ll rewards you in spades.

This could be said for a great many things. I bring it up today remembering a brief interchange with David Walker this past May in San Diego.

“If you’re going to make a chair, make a chair.”

A chair is not a chair...

Okay – chairs…beer…women…Huh?

The overarching idea I took away from the exchange is that we can relate it to anything. Said another way, if you’re going to put effort into something, make sure the goal and the effort are worth it.

Chairs, beer, widgets. Quality & attention to detail pays off in everything.

Besides, women are paying attention. So are men.