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.
Focus Group Information Series
Aug 3, 2009 Education & Training
This week I’ll offer insights per specific focus group input.
Let me first say, by now I’ve conducted numerous focus groups, all women (men are next), age ranges from 21 – 80+. The majority of those who have attended focus groups so far have seemed to be in their 30′s to early 50′s. The data I collect is qualitative psycho graphic – meaning the information is based in how people
Focus Group Beer Samplers await
feel, what they value and so forth.
Beer is an emotional “thing.” It evokes strong feelings – both of enthusiasm and otherwise. Qualitative data WEB collects is reflective of how people, specifically women, react to beer and interact with it.
If you want numbers, I can give them to you as well. For now, I’ll use words such as majority, minority, most, fewer, etc.
Judith Langer, The Mirrored Window, sums it up well. Paraphrased she tells us qualitative information goes way beyond demographics, attitude and behaviors. It involves body language, voice variations, emotions. It’s about how people live, what they think, how they live, what they value.
Why Women Enjoying Beer?
- Because of the people involved in the beer industry. They are, almost without exception, engaged, progressive, thoughtful, fun, intelligent people. That makes me want to contribute to their further success.
- Because I am the poster child of who your market is (I was there 7 years ago) so I can speak to the journey of beer discovery and therefore am a good resource to help grow the female market share.
- Because the consumer angle needs attention. It needs to come right from the consumer, not from industry experts”, pure unadulterated information. The female consumer, at 50.9% of the population, will and does significantly impact beer sales.
- Because it’s about opportunity. Females able to enjoy beer and grow their knowledge and therefore their patronage, breweries to accurately and authentically develop that segment of the market. Gender is incidental in many ways – and still needs to be addressed.
So tune in this week, share it forward. There’s way more where this comes from.
Cheers~
Tags: focus group research, input, Judith Langer, pschyo graphic data, qualitative data
