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.
Whisk(e)y companies spend a lot of money and effort ageing their products for that premium taste....
PepsiCo created a stir last week with the news it is testing a product called Caleb's Kola, with some in the media claiming it was the beginning of a new “craft soda” category....
SABMiller's bid to widen the appeal of beer is very much in evidence at its latest 'House of Peroni' - with beer cocktails and a bigger bottle for the Italian lager brand on offer. ...
Here's a round-up of the big stories on just-drinks last week, featuring PepsiCo, SABMiller, the Scotch whisky category and the US wine market....
- Comment - How Hand-Made is Tito's Handmade Vodka?
- Heineken to stay "active player" in beer M&A - CFO
- Focus - Pernod Ricard's Q1 sales by brand
- Analysis - Remy's Cognac "dead-cat bounce"
- Time for Heineken to make a European break
- Moët Hennessy unveils first Travel Retail outlet
- Whisky downturn slows Diageo's Scotch spend
- Beam Suntory, Edrington part ways in Travel Retail
- Pernod Ricard sees sales lift in Q1
- Smirnoff Ice gets India launch