Posted By: Stevie Caldarola
Spurred by @BacklashBeer‘s post to @LadiesOCB that made us aware of Chick Beer, we have been discussing this topic all day on our social media accounts: Do we need women targeting beer marketing campaigns? What is the right way to target women, if at all?
What do you think of Chick Beer’s campaign? Have you seen any women geared campaigns that work for you?
Weigh in with your thoughts on Twitter, Facebook, LinkedIn, Google+, or by leaving a comment below. We will be putting all the comments together in a follow up post in the hopes that we can encourage more discussion and better practices on this topic.
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Isn’t marketing specifically to women, especially with products that are basically a domestic light with some glitter thrown on it, is just the flip of the “beer is a man’s drink” macro advertising we’re used to. Its still exclusionary. Shouldn’t the point of advertising beer be promoting the product as a superior product to the ENTIRE beer community? Novelty and gimmicks only work for so long, if at all. At the end of the day success is based on universal appeal and longevity of a quality product.
While I appreciate the idea of beer producers including women – who were, at one point, not seen as beer drinkers – in their marketing, it now feels like a bit of a slap in the face… Women in beer, both from the producer and consumer standpoints, have come SO far, and are a huge part of the playing field at this point. My gender should have nothing to do with my appreciation for and love of craft beer, and I (and all women) should have the opportunity to explore craft beer just as anyone would, without someone stepping in and suggesting that I will “like” one particular beer over another simply because of my gender. My palate, and my ability to determine those flavors and profiles that I like best is the same as a man’s. In terms of women-geared campaigns that would appeal? I think that events that are for women only are fun ways to get together with other beer-loving (or beer-curious) women to share in our love of craft beer… but I think that’s the extent to which I would want to be separated out, in terms of gender.
Cheers!
As a woman who has been a craft beer drinker for many years now I find myself both agreeing with and disagreeing with the idea that marketing should be directed at women. Most female targeted marketing (and even brewing) leaves a bad taste in my mouth, similar to the skunky, flavorless beer typically marketed to us. However I would like to see more women as beer drinkers, and not just beer drinkers but drinkers of QUALITY beer. So, where I’ve found myself in securely in the “education directed at women camp.” Just like there are clubs that focus on women participating in other “typically male” pursuits, why not beer drinking; Why shouldn’t we embrace groups that focus on women in the craft beer community?
What we have to be careful of is not talking down to women, not suggesting that we drink only fruity or light beer. Not using words that many women find sexist, etc. So to sum up: Just as any other group that markets so called “men’s activities” to women; have groups like Ladies of Craft beer as a comfortable forum, to learn, to talk, and to educate ourselves about beer without the interference of men who may or may not think we belong.
Oh, and as a side note, I am vaguely offended by Chickbeer and would be loathe to try it. I find the description insulting, the concept shallow and silly. (and frankly difficult to believe it was truly devised by a woman) The reason I have zero interest in trying it is because it is exactly the opposite of any flavors in beer I prefer. I like the hops and bitterness, I enjoy a rich beer with some depth and complexity (and *gasp* calories). That being said, if it sells, then good for them I won’t begrudge them a successful business plan.
I feel as though it’s a non-issue for those of us who have already found our preferred flavor profiles with quality beer. As women increase their presence in the world of craft beer, products like this are inevitably going to surface, but it’s how we choose to view them that really matters. We need to remember that at the end of the day, whether you’re knocking back a Chick Beer or a Stone IPA, all advertising has an agenda; it’s whether we allow ourselves to buy into it shapes our identity as consumers.