The BitterSweet Partnership, which has been set up by Coors Brewers aims to address and remove the gender imbalance that exists around beer consumption and targeting.
The BitterSweet Partnership conducted research of over 2,000 women to get their thoughts and found that there are very real barriers and myths that exist around women and beer. They found that a third of women in the UK enjoy drinking beer, but feel uncomfortable and embarrassed to order it outside of music or sporting events. 42% of those polled think the industry should change its advertising first and foremost if it’s to make beer more appealing to women -and it’s not a taste issue, as only a quarter (26%) said the taste should be altered.
The Bittersweet Partnership has been set up to understand what women really want when it comes to beer – everything from advertising, education about the true calorific content, through to the glass it is drunk from. This information will be used to develop new initiatives to improve the drinking experience and change the way Coors brands engage with women in the future.
There’s a dedicated website, www.bittersweetpartnership.com and for more information you can see the full research report.
[This article first appeared on The Spirit World]
I like drinking beer and bitter, however as a woman it does seem to be a little frowned upon! My boyfriend always makes comments if I order 1/2 a bitter and says its a man’s drink!
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How about drinking premium ale in bottles, does this have the same image problems for women?