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SABMiller Testing Beer Brewed For Women

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women
Depending on your perspective, there’s good and bad news for women who love beer. Yesterday, Marketwatch casually mentioned that “SAB Miller, the world’s second largest brewer, is testing a new line of lighter and sweeter beers. Executives are also planning new ad campaigns geared towards women.” Other CBS affiliates, such as WREG Memphis, picked up the story but added little, apart from saying the new line will be “brewed especially for the ladies.” That’s all the information there is, so far, not even the SABMiller website has any additional information or a press release, at least not yet.

But if you’re one of those of the female persuasion that can be reduced to the stereotype of only liking sweet flavors, and don’t mind being pandered to, this just may be the beer for you. But if you’re a real person, like pretty much every beer lover I know who also happens to be a woman, this is probably just going to piss you off. I honestly don’t understand why the big beer companies keep trying this. Has it ever worked, anywhere in the world? People who understand and can appreciate the complex flavors of a good beer, will like it, irrespective of their reproductive organs. So just make good beer, educate your customers about it, and beer lovers — male and female — will drink it. Why is that so hard?

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New Survey Shows Big Beer Brands Aren’t Reaching Women

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women
A new survey of women by Insights in Marketing found that while women control 80% of all purchasing decisions, the large beer companies are not doing a good job of reaching them. According to the results, only 6% of women thought ABI is doing a good job reaching them, while 5% liked Coors’ approach and a mere 2% had anything positive to say about Miller’s methods. The survey included 1300 women, and 200 men, across a wide demographic, and asked how they thought top national brands, in a variety of consumer goods, were doing in “effectively marketing their products and services.”

For all products, they found that 49%, or just less than half, thought they did a good job, suggesting that marketing and advertising in general, across the board, could be doing a better job reaching women, but that beer companies are doing a particularly bad job. All three brands surveyed — Bud, Miller & Coors — ranked in the bottom half for all women. Anybody surprised by that result?

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The survey also found some slight differences between generations. For example, Baby Boomers seem to like Miller and Coor’s just fine, but not Budweiser. Gen X thinks Coor’s and Bud are doing great, but Miller, not so much. Millenials didn’t respond well to any of the beer brands, with Miller coming out on top, at just below the middle for all brands (beer and non-beer).
Young blond woman with glass of beer

Beers The Ladies Love

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valentines
Today’s infographic was originally created for Valentine’s Day earlier this year, by Save on Brew. I picked today to feature it because it’s Women’s Equality Day. Entitled Beers The Ladies Love, it gives tips for beers to give to the lady or ladies in your life. I’m not sure about their list of “10 Top Rated Craft Beer,” and especially the three that are imports, but they’re pretty good beers, at least. And there’s not a fruit beer in the bunch. It’s certainly better than many other attempts at this sort of thing I’ve seen.

Beers the Ladies Love
Click here to see the infographic full size.

Happy International Women’s Day

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As you may be aware, today is International Women’s Day, and although I’m up to my eyeballs in work, I do want to pause and celebrate the many, many women in beer. Time was, beer was an all-boys club, and to a certain few it still is, but I couldn’t be happier to see an ever-increasing number of women attending beer events, writing about it and brewing it. There was a time when brewsters made almost all of the beer, but then men grabbed the reigns and kicked women to the curb. I, for one, think beer was all the poorer for that decision, but then it happened centuries before I had any say in the matter.

Because I don’t want to leave anybody out, I’m not going to even try to list all of the wonderful people I’ve met over the years I’ve been writing about beer who just happen to have been born female. To them, today and really on every day, I raise a toast to you.

Although I’m not naming names, here are a few others who have, and some organizations, too, that are also worth singling out. It’s not complete, of course, and I’m confident there are others I’m forgetting, but suffice it to say I mean to include everyone. To all of you, thanks for what you do, and making the world of beer a better place to work, to play and to enjoy life.

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The Pink Boots Society, founded by Teri Fahrendorf, “created to empower women beer professionals to advance their careers in the Beer Industry through Education.” Today there are nearly 900 members for all facets of the beer industry.

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Barley’s Angels, co-founded (I think) by Lisa Morrison in Portland, Oregon. “Barley’s Angels is a growing collection of individual chapters around the world that work with craft beer focused breweries, brewpubs, restaurants, alehouses and other public beer establishments to advance the female consumer craft beer enthusiast, resulting in increased patronage and revenue from women, while encouraging education and interest in beer among this often under-recognized demographic group.” There are currently 25 chapters in 18 states, plus 12 international chapters in five countries.

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Women Enjoying Beer, started by Ginger Johnson. “Women Enjoying Beer develops and serves the female beer enthusiast. We’re the only organization anywhere doing as much, from the consumer vantage point, to benefit the craft/beer industry.”

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Megan Fox For Brahma Beer

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brahma
Today I saw in the UK Sun that American actor Megan Fox is doing ads for Brahma, the Brazilian Budweiser, an especially accurate association since Brahma is part of Anheuser-Busch InBev. Why do we care? We don’t, but I’m game to look at a couple of ads with Megan Fox in them. Isn’t that why advertisers chose her? Of course, it’s still a tasteless, flavorless beer.

As Mais Gostosas do Carnival (The Hottest Carnival)

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Is it just me, or does that beer have his arm around Fox? Is the beer wearing sunglasses because he doesn’t want to be seen with Megan Fox?

Convidando Megan Fox Pra Uma Brahma (Inviting Megan Fox for a Brahma)

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And here she is going off to have a picnic. According to the Sun, she’s flying down to Rio to do a commercial and pose for some more ads.

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Although humorously enough, a few years ago the hipster appeared more partial to Pabst Blue Ribbon. This was taken by paparazzi in 2009. Ah, sex and beer. What’s not to love. It seems to me, the big brewers follow a variation of the old lawyer’s adage. “When the law is on your side, argue the law. When the facts are on your side, argue the facts. When neither the facts nor the law are on your side, make an ad hominem attack.” In the brewer’s world it’s more along these lines. “When the beer tastes good, promote the beer. When the brewery has personality, promote the brewer. When the beer has neither, promote a celebrity, a cartoon, or both.”

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Pandering To Women

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women
I may not be a woman, but I grew up around them quite a lot as a child, perhaps more than some others (my folks divorced when I was one and I spent most of my formative years among my mother, grandmothers, aunts, etc.) and am fully in touch with my feminine side. Plus, I love quite a few women — one a lot more than others — but count quite a few among my closest friends. So I cringe every time I read about the efforts of big companies to market beer directly to women, believing all it will take to increase market share is more attractive packaging or sweeter flavors. How many of these failed efforts have we endured in just the last decade?

A few days ago, yet another one surfaced, in a Fast Company interview with Carlsberg Group CEO Jorgen Buhl Rasmussen entitled Carlsberg Taps The Next Big Beer Market (Really): Women. This morning, I saw quite a few exasperated tweets and posts from women in the beer industry that I respect, and decided to read the interview. It’s a head-shaker, alright. Riddled with so much wrong, it’s hard to address it all, so I won’t. I’m sure someone will dissect it better than I can.

But, just a few points. First, Rasmussen claims that the “beer category has been suffering in terms of image,” but for just “the last 10 to 15 years.” Um, I can’t actually remember a time when beer wasn’t marketed almost exclusively to men. There are a few post-World War 2 ads that reach out to women — primarily because they were the ones doing the grocery shopping — but by the 1960s it was all men, all the time. And it’s been that way ever since, from the Swedish Bikini Team to Miller’s infamous mud wrestling. But he soldiers on.

Rasmussen and others still think product innovation and marketing brewed drinks toward women is possible. Increasingly, women know about different, palate-friendly beers like Abbey Ales, fruit lambics, ciders, ginger beers, and dark stouts — as well as about the more varied glassware they require and how to pair them with foods. Women want “a less bitter, non-bloating beer that does not give you a malty/hoppy aftertaste and breath,” says Carlsberg spokesman Ben Morton. “Flavor proliferation has become a key feature of beer innovation.”

So what’s the plan? “[H]e wants to come up with new types of drink recipes that can be made in Carlsberg-owned breweries but are lighter in alcohol, refreshing in taste, and perceived as healthy enough to take on wine, champagne, and other drinks vying for women’s dollars.” Rasmussen used to work for Duracell, Gillette Group, Mars, and Unilever, and seems to believe that beer is just the same as marketing razors and candy, but I don’t think that’s true.

Then there’s this bit of wisdom, by Carlsberg’s VP of Marketing, Kirsten Ægidius. “Many young people aren’t keen on the bitter aftertaste of beer.” Uh, huh. That’s why IPA has been the fastest growing category for years.

So I know they can’t help themselves, but I really wish the big beer companies would just stop this insane, asinine belief that reaching women is a matter of finding beer that’s female friendly and is marketed to them like Virginia Slims’ “you’ve come a long way, baby” pandering.

Not surprisingly, I have a lot of female friends who love beer every bit as much as I do. My wife is a beer lover, and probably drinks more beer at home than I do. I know countless female brewers, beer writers and female fans who love craft beer. This is the same craft beer, mind you, that I love, and that every other beer-loving male loves, too. There doesn’t need to be gender-specific beer. That’s a ridiculous notion, but one that keeps resurfacing, even though it fails every single time. I remember an “I Love Toy Trains” video that Porter used to watch when he was younger that showed how in the 1950s Lionel created a toy train set aimed at girls in which all the cars were pastel colors, pink, lavender, etc. It bombed, because the girls who wanted to play with toy trains wanted the same trains that the boys had. It’s hard to imagine why anybody would have thought otherwise.
Young blond woman with glass of beer
So while I hate to speak for women beer lovers, who are quite capable of fending for themselves, I’m just as eager for this nonsense to stop. So here’s a few tips I have for the big beer companies on how to reach women:

  1. Stop pandering to women, just treat them like people.
  2. Stop the obvious sexism in most of your advertising.
  3. Stop ignoring your own involvement in creating the perception that beer is not for women.
  4. Stop assuming women won’t drink anything bitter; coffee is bitter and you don’t see this issue in the coffee industry, do you?
  5. Stop creating packages that you think will appeal to women.
  6. Stop believing that marketing is the answer.

Nicole Erny Becomes First Female Master Cicerone

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cicerone-logo
You probably already know about the thousands (just over 8,800) of beer industry professionals who have become Certified Beer Servers in Ray Daniels’ Cicerone program since it was launched in 2007. It’s essentially the beer equivalent of a sommelier. But did you know there are actually three levels of Cicerone certification? Until recently, only three persons had attained the third level, that of Master Cicerone, and one of them is Bay Area brewer Rich Higgins, who brews at Social Kitchen. Now a fourth person has earned the lofty position of Master Cicerone. It was announced today that Nicole Erny of “Oakland, CA earned the title of Master Cicerone® during testing in November.” That makes Erny not just the fourth Master Cicerone, but also both the first woman and the youngest person to reach that level. It also means that half of the world’s Master Cicerones are in the Bay Area.

Here’s more information from the press release:

Erny earned the certification through a series of exams culminating with two days of intense taste testing plus written and oral questioning about beer styles, draft systems, beer evaluation, brewing technology and beer and food pairing given November 9 & 10. The Master Cicerone exam includes 8 hours of written questions, 2 hours of oral questions and 2 hours of beer tasting and evaluation. Candidates needed an overall score of 85% to pass.

“During the Master Cicerone exam, Erny distinguished herself with her knowledge of all aspects of beer and her skill in tasting beer and creating interesting beer and food pairings,” said Ray Daniels, Director of the Cicerone Certification Program.

Since earning her Bachelor’s Degree in 2007, Erny has worked a specialty beer bartender, consultant and beer educator, putting on classes and beer and food pairings. She has sharpened her palate and beer analysis skills as a homebrewed beer judge and already holds the title of National Judge in the Beer Judge Certification Program.

Join me in congratulating Nicole on her wonderful achievement.

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At the Celebrator’s 20th Anniversary Party in 2008.

Pink Beer … You Know, For The Girls

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pink-beer
Apparently there’s yet another misguided attempt to reach women with the aim of tempting them to try beer by making the color of the beer pink. This time it’s a group of young South African women attending Durban University of Technology who came up with the idea for the beer, which they’re calling Pink Fantasy, according to a post yesterday on Beer Universe. Needless to say, all of the women I know who love craft beer drink it because of how it tastes, not because it matches their shoes. Are there really women in the world who, when pressed, would actually say, “well, I’d try beer if only it wasn’t that unpleasant orange … or golden … or brown … or black? But if it was pink, like Barbie, maybe I would actually get over my ignorant phobia that beer is bitter and how I just know I won’t like it. Maybe I’ll finally give this kicky new pink beverage a try.” Sheesh. I could keep ranting, but I think Ginger Johnson from Women Enjoying Beer said it best in these two posts: Still Not “Getting It” and Marketing Beer to Women, Part 4: No Pink.

UK Gov’t Statistics On Women Drinking Found To Be Wrong

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For the second time in a few years, a UK Government agency has admitted to making a mistake regarding statistics used in the creation and furtherance of alcohol policy. The first, in 2007, was when the UK’s Department of Health revealed that the definition of a hazardous drinker, that is what the safe limits of alcohol intake were said to be, was completely made up, quite literally “plucked out of the air.”

On Monday, the UK’s Office for National Statistics (ONS) “admitted that it misrepresented the trends in alcohol consumption and has issued a sincere apology to the Portman Group, the drinks industry organisation that champions responsible drinking.”

According to Straight Statistics:

In a report about the productivity of the NHS published at the end of last month, the claim was made that the proportion of women drinking more than 14 units a week had increased by a fifth since 1998, leading to a greater demand for healthcare. As Straight Statistics reported here, there was no justification for such a claim.

A change in methodology for measuring alcohol consumption in 2006 creates a break in the time series. If not allowed for, this gives the impression that the number of women who exceed 14 units a week has indeed increased. Plenty of anti-drink campaigners are happy to spread this false message but it came as a shock when the ONS did so.

David Poley, chief executive of the Portman Group wrote to Stephen Penneck, Director General of the ONS, who has now replied admitting that Mr Poley’s concerns are “entirely justified”. He blames a “lapse in the quality assurance process by which we check carefully the accuracy and reliability of any information that is for publication … unfortunately in this rare instance a key issue went unnoticed.”

The article and press release have been amended. The article, accessible here, is now proceeded by a correction notice. The press release now reads: “The percentage of males and females consuming over the weekly recommended alcohol limits declined from 2006 to 2009.”

Mr Penneck’s response is prompt, straightforward, and makes no attempt to fudge the issue. If only it were equally easy to persuade the media to look more critically at its assumptions about drinking being out of control.

At least they admitted their error. I doubt the same would be true on this side of the pond, where statistical errors tend to live in perpetuity if they serve the anti-alcohol agenda. But the original stories that parroted the incorrect statistics that drinking for women has increased in The Daily Telegraph, the Daily Mail and the Daily Star are still out there and, as far as I know, have not been corrected. They can’t be, really, because the stories focused on the false problem at the heart of the mistake. And that’s the same here, too, as propaganda — even after it’s been disproved — is still used by numerous anti-alcohol groups. Repeat a lie often enough and … well, you know the rest.