Blog: Beer marketing - it's different for girls
Olly Wehring | 13 August 2007
News editor Jessica Harvey writes:
The Campaign for Real Ale (CAMRA) has started appealing to the UK's brewers to draw in a wider audience, with a recent survey showing that around 80% of women in the country have never tried bitter in a pub.
Being a woman, I feel inclined to open up this issue for debate, because the female audience is clearly vastly untapped, with beer companies consistently targeting such male obsessions as football, for example.
It takes more than putting something in a pink box and photographing a gaggle of females surrounding that box, meanwhile, to inspire women to buy into your product. When it comes to men, they tend to buy into something when the emphasis is aspirational - they're keener to 'desire' the product. Women, on the other hand, are much more product-focused, and would like know that they're being thought of more directly when it comes to marketing.
The way to win over the female customer, if you ask me, is to play on the loyalty women show when it comes to making purchases. One way of transferring a brand formerly targeted solely at men, is to suggest to women that they buy the product for the men in their lives. Buy this for your husband, and you're golden, basically.
How to do this? Well, there are many roads to take, but I have a few pinned down. I know how to market products in a male-dominated arena to women. I do. Trust me. Women are simple to figure, if you know them. This information is invaluable. If you want to know how... email me at firstname.lastname@example.org and maybe I'll slip you that secret over a beer some day.
It would appear that the folk at the UK arm of Carlsberg have this year found the 'gimmicky' drawer in the marketing office....
It's a popular grizzle and one I'll admit to having on at least one or two occasions… a day. Why do people post photos of their food and/or drink on to my social media feed?...
After a 2014 it'll want to forget, Treasury Wine Estates has some good news....
The garden shed is usually home to some spiders, a lawnmower and a few half-empty paint tins. ...
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- Focus - Diageo's FY Performance by Brand
- Diageo upbeat on Scotch prospects
- Challenges remain as Diageo posts flat FY sales
- Edrington appoints new board director
- Heineken ups sales, profits despite volume squeeze
- Mast-Jagermeister closes Sidney Frank buy
- Britvic appoints SABMiller's Dunn as CFO
- Global gin insights - market data, product innovation and consumer trends research
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- Global Scotch whisky insights - market forecasts, product innovation and consumer trends research
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