OnTap Magazine

If you're a regular reader of On Tap magazine, I probably don't have to remind you that many of our industry's movers and shakers are women. From big industry bigwigs to craft brewers and everybody in between, you will find passionate, dedicated female professionals who do a lot to make craft beer a profitable and great world to be part of. Despite this, I'm still amazed at how many craft brewers live with the false assumption that women don't drink beer. Sure, it seems they are saying, women may be able to brew beer, but they sure don't drink it! Hence the common (and dismaying) menu items (usually ciders or fruit beers) found in some taprooms's drinks listings that are advertised as: "For the ladies." That assumption, folks, is just a stereotype. There is not a shred of scientific evidence to suggest that female taste buds have an aversion to beer. Indeed, given the immense diversity of beer styles available to craft brewers, such an assumption is a dead duck right from the start. Having run hundreds of beer tastings over the last decade or so, I can attest that there is yet to be someone, female or otherwise, for whom I cannot find a beer that they will enjoy. So don't be a rookie. Excluding 50% of your potential customer base because you think that women don't drink beer is bordering on insanity. It's also insulting to an industry that is vested in inclusivity and celebrates diversity. What does this mean in practical terms? For one, I'd strongly recommend that you steer clear of making gender a primary element of your marketing strategy. In other words, do away with "Drinks for the Ladies" ideas, as well as suggesting that only "Real Men" will want to drink your 200 IBU Imperial Stout. Let the consumer decide what they want to drink. Guide and educate your potential customers about your beer by all means, but don't exclude some of them before they've even had a chance to sample your suds. Yes, you will encounter consumers (including women) who believe that "beer is not for me." But you should view this as a challenge to overcome rather than proof of outmoded, sexist beliefs! Encourage such skeptics to try a nice light, refreshing Saison [Editor’s Note: Can I get an Amen!], or for the cider lovers, how about a fruit-forward IPA? Another good way to avoid this mistake is to focus on the story of your beer, the design elements that help tell that story (see above), and the fun, quirky themes that make your beer and brewery unique. When you do that, you'll find plenty of material that will appeal to people in general, rather than either men or women exclusively. IGNORING FEMALE CONSUMERS HOW TO AVOID IT #2 Although technically a part of sales more than marketing, the final rookie error in craft beer marketing I'd like to discuss is neglecting your clients. By "clients" I mean the people who sell your beer, such as pub owners, liquor store owners, and retailers. Of course, not all craft brewers distribute their beer in this way, and if you are such a brewer, your clients and consumers are often the same people. Whatever the model you've adopted, ignoring client needs is a fatal mistake. In my work over the years with brewers, I've noticed that while consumers are treated well, clients often are not. It's not uncommon for a brewer to be late (or not show up at all) with deliveries to a liquor store or pub, for instance. And it gets worse. I've spoken to many staff members at pubs and restaurants who have either never seen or spoken to a brewer or brewery employee, or have been treated poorly by those they have interacted with. That sort of thing is death to a craft brewery. Unless you can transfer some of the love and passion for your beer to those who sell it, you are never going to secure loyalty from your clients. To that point, how many times have you, as the owner of the brewery, visited a pub that sells your beer? Have you ever given free brewery swag to waitering staff who sell your beer to patrons? How about liquor store owners and their staff? These are useful questions to ask. And, like many a parent has told their kids, "Courtesy costs nothing." Being kind and helpful to your client and their staff will do far more for your brand (and sales) than you might imagine. Other than civility, you can go even further in ensuring client loyalty. Giving away swag is one way, providing additional marketing support and free training to staff is another. I'll never cease to be amazed at how few restaurant or bar staff have been trained to sell beer properly. Yes, you could argue that it is the restaurant or pub owner's responsibility. But they are often too busy or lack the expertise to do so. By taking the initiative and teaching staff about your beer and how to best serve it, you can make a meaningful difference in their lives and ensure that they will market your beer far more enthusiastically and professionally. IGNORING YOUR CLIENTS HOW TO AVOID IT #3 50 | Summer 2023 | ontapmag.co.za