Blog: Olly WehringBeer 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 and maybe I'll slip you that secret over a beer some day.


Are you fodmap-compliant? The latest health fad uncovered

Forget gluten-free. Fodmaps are the latest food trend, and if you work in the soft drinks industry it is important to know where you stand with them....


Baileys and the "bellwether of naffness"

Companies are very protective of their brand image. So it is refreshing to hear Diageo's Garbhan O’Bric, the global brand director for Baileys, speak the unvarnished truth when talking about the lique...


From pixels to pilsner - how video games are moving into alcohol

Alcohol companies love a good movie tie-in. A brush with Hollywood glamour seems to give marketers the warm and fuzzies, judging by the number of deals done over the past few years. The new James Bond...


Tax Free World Association - Day three: Beam Suntory's big boat and Patron's virtual home

just-drinks is in Cannes this week at the Tax Free World Association show. Here's the second part of Andy Morton's blog, which will keep you up-to-date at one of the most important dates in the Trave...

just-drinks homepage

Forgot your password?