For a business this is perhaps crazy. Half of my potential customer base doesn't really like to drink one of the main products that underpin my whole strategy. This is not something that I've given much thought about, until today that is.
I got an email today from The Bitter Sweet Partnership, which apparently is a multi-million pound investment by Coors brewers. For some time now this giant multinational brewery has produced little of interest for me. This initiative however has generated some interesting detailed market research results.
"The BitterSweet Partnership conducted research of over 2,000 women to get their thoughts and found that there are very real barriers and myths that exist around women and beer."The significant result from the research was that there was little wrong with beer itself, only 25% of respondents wanted the taste changed. Most were happy with taste, it was image that was the significant factor.
Direct comparisons were made between the image wine projects against that of beer. There are figures given in the report that show significant biases. Here are the bullet points.
Image of wine drinkers
- In control of drinking
- Health conscious
Image of beer drinkers
- Binge drinkers
- Strapped for cash
Why do women in the UK see beer in such a bad light? OK Coors identify branding as a problem along with targeted advertising aimed at the male proportion of the population. Big breweries sponsor sport, are we really that surprised? I also think that the beer world is very masculine, beer nerds, regular pub goers, beer writers and beer bloggers are generally male.
No pints please
I knew you wouldn't like that. But it seems the women don't like it too big. A nice looking smaller thing is more their choice. A sexy and interesting branded glass would be a much nicer proposition.
"The fact that for cocktail drinkers, the way their drink is served is the second biggest reason for choosing (46% compared with 7% of beer drinkers) suggests a need for the beer industry to offer alternatives to the pint glass."
Wine lists and other information it seems makes other drinks more appealing.
"Looking at the experience in bars too, there’s an imbalance between the information available about wine and information about beer on offer. Around a quarter of women said that ‘they never know which type of beer to buy or order’."
..and for the Pub?
Pubs are places where people go to drink beer. Yes, you could drink wine or spirits or alcopops, but most of the volume is beer. If the whole of the beer industry is geared towards and giving out a masculine signal then pubs are missing out on enticing 50% of the population. Anything that can reduce this impression will be good for pubs. Perhaps, for once, I am friends with Coors.