Why is beer marketed to men

Still, the old mindset persists and plays out in different ways. And so, you have beer brands and drinking establishments going out of the way to cater to the woman drinker, thinking this is the way to do it. Unfortunately, they have learnt the hard way that this is not the way to do it. There are enough examples of this in beer. Because these variants are usually not true to the original character of the drink, which is what even women drinkers seek. Take the Ardor 29 fiasco, for instance.

This led to a swift and spectacular backlash. The pub subsequently deleted the tweet. Rather than try to go the extra mile for women, beer brands and watering holes simply have to remove the mental barriers that already exist.

This will level the drinking field for everyone. They just have to toss out biases based on gender and on age and sexual identity, for that matter and the resulting condescension. Drinks are ordered by men and food, by women. Geetanjali of Geist says that the brand takes a gender-neutral approach to beer. We understand that a woman can love beer and appreciate it as well as a man can. When the waiter brings us the drinks, he serves it the other way around.

Sensitising the wait staff to the nuances of gender will go a long way in making things more comfortable for women. Leaving it to women customers to decide what they want to order is the best thing to do. Extending this approach to brand communication will be critical, too. We need more advertisements that show women enjoying beer, instead of being just sexy props in the story. We need this shift to happen in India. What do I do? Some said get experience, others recommended training and school.

The image for Hip as Funk is a Shannen Doherty-look-a-like holding an even gaze and bearing golden tattoos under a simple crew-neck t-shirt. It is possible to use a beautiful image of a woman to sell beer without exploiting her or the consumer with sleazy imagery. This shift comes about when women have a voice.

Just imagine a man reclined on a bike with his delicates exposed, says Heneghan. The VCBW team pulls off one of the best-attended parties in the city, but on marketing material, they turn to her. This influence will draw more drinkers to the tap, an unequivocal win for all brewers. In this area you can display your biographic info. For anyone in marketing and sales, spending time in bars and pubs is a crucial part of the job, so dealing with men under the influence is a part of everyday work.

The hours involved in the brewing industry also create another barrier for women, who still shoulder most responsibility for unpaid domestic work and childcare. Depending on the type of beer being brewed, or the nature of the ingredients, getting the beer from raw material into the fermentation vessels, can stretch the working day from 5am to nearly midnight, as one brewer told us. We had to stick it out and babysit our beer and make sure that it was OK. As many breweries, especially in the growing craft beer scene, are small, brewers have to see a process through from start to finish.

This can clash with the responsibilities placed on women outside of work. As pay in the industry is relatively low, outsourcing these domestic responsibilities is not always an option. Inadvertent sexism. The design of brewing equipment also creates barriers.

As women are, on average, a different shape and size than men, the design of equipment can create additional challenges for women in the industry, a point that sociologist Cynthia Cockburn made back in the s.

So where are we going wrong here? And what can we do to make beer more inclusive, to be enjoyed as the great social equaliser that it is? But according to the great Gender Pint Gap report by Dea Latis, the biggest barrier to women drinking beer is — drum roll — that it has typically been advertised towards men.

Some of the most famous historic beer ads — and some of our own, admittedly — feature an all-male cast, or women who appear as simply subjects of desire. In recent years, the focus of my team half of whom are women, all beer fans has not only been on gender inclusive advertising but moving towards more progressive and inspirational campaigns. As the team embarked on their FIFA World Cup bid, our campaign rallying the nation to throw its full support behind them took inspiration from history.

This shows that at its best, beer advertising can be moving, powerful and perception-changing. This is the benchmark we hold for ourselves.

Of course, this goes beyond advertising, as well.