Fewer women drinking beer than in 2018
According to the Gender Pint Gap: Revisited, while 50% of UK men drink beer on a weekly basis, just 14% of women do so now, which is a three percentage points fall from research carried out by Dea Latis in 2018.
The report also found beer advertising remains a key barrier for women, 70% of women perceive beer as highly calorific with negative health implications and the way beer is presented and served is problematic for many women.
The Gender Pint Gap: Revisited also discovered women’s attitudes towards beer have remained largely unchanged since 2018, except in London where traditional views are being challenged, and women are underrepresented in managerial and brewing roles with only 3% of brewers being female and less than 25% of brewery management positions are held by women.
Numerous opportunities
Annabel Smith, co-founder of Dea Latis and author of the new report, led the latest research. She said: “The report includes insights into women’s attitudes and opinions about the beer category, reflections on the data, and importantly, it also identifies numerous opportunities for brand owners and retailers alike.
“The beer sector remains a traditionally male preserve in Britain, and the dial doesn’t appear to have moved very much since the last piece of research conducted by Dea Latis in 2018.
“The report addresses some of the reasons behind this and concludes with a 10-point Dea Latis manifesto, offering practical steps to overcome the barriers and challenges faced by women who are disengaged and disenfranchised by the beer category.
“The Gender Pint Gap: Revisited is a crucial piece of research that identifies ways in which the beer industry can truly move towards beer becoming a gender-neutral drink, benefiting the economy and creating a diverse, inclusive sector enjoyed by all.”
Style of serve
Research for the report found beer is the third most popular drink for women, behind wine and spirits and looked at the opportunities to be explored for hospitality bosses, such as the latter two categories are marketed (via online and in-venue visibility, gender-neutral advertising), and the way they are served (stylish and premium glassware).
Low price and discounted products do not drive women to choose beer over other drinks categories. If anything, it works against it. Premium products at a higher price point equate to a quality-assurance and brand loyalty.
The low & no alcohol category is an opportunity to introduce many women to the different styles and flavours of beer available because alcoholic strength of beer is not a key influencer for women.
Younger women are a key demographic who believe beer is for everyone, drink beer most often, and are most influenced by recommendations. Retailers should be more proactive in this.
