Beer advertising neglects women, says panel

The beer industry has failed to target women effectively according to a hand-picked panel of experts from various fields.

The new female-led Coors initiative the BitterSweet Partnership organised yesterday's discussion, which was chaired by Publican​ editor Caroline Nodder, to find out why so many women shun the drink.

It followed research that shows in the UK women are responsible for just 13 per cent of beer sales compared to 25 per cent in North America and 36 per cent in the Republic of Ireland.

The panel included outspoken journalist Janet Street-Porter, social commentator Fran Cutler, designer Amy Molyneaux, brewer Harriet Easton, chef Allegra McEvedy and broadcaster Carol McGiffin.

BitterSweet partnership director Kirsty Derry said: "It is really bizarre that only 13 per cent of women in the UK drink beer whereas in some parts of Europe it is more like 36 to 40 per cent."

In a "Love Beer" study carried out by the partnership to survey the drinking habits of 2,000 British women, it was found that 42 per cent think the industry should change its advertising to appeal to women.

Speaking at the panel discussion in London Carol McGiffin said advertising continued to portray beer drinking as male dominated.

"They are all full idiotic men standing in pubs, she said. "We need more cool media types shown drinking beer such as Kate Moss."

The panel agreed that women were not encouraged to feel comfortable ordering beer in pubs and tended to only drink it at sporting events, festivals or on holidays.

Meanwhile, Street-Porter blamed media stereotypes such as the "ladette" for fuelling negative perceptions of female beer drinking.

She also pointed out women were unaware of the relatively low calorific content of beer compared to drinks that were often perceived as healthy.

"Smoothies are full of sugar. If you compare a smoothie with a beer there are way more calories. But women still think a smoothie is more slimming than a beer."

Fran Cutler noted the refreshing qualities of beer needed to be emphasised more in marketing to appeal to women.

"It would good to see a top athlete drinking beer," she added.

BitterSweet

The BitterSweet Partnership has been set up by Coors to remove the gender imbalance that exists around beer consumption.

It aims to break down the barriers that prevent women from choosing it as their drink of choice by providing education programmes about the benefits of beer through to developing products specifically for women.