In an exclusive conversation with the drinks business, Annabel Smith, co-founder of Dea Latis, report editor, and beer sommelier, emphasized the prevalence of lager as the preferred beer option among both men and women in Britain. Smith highlighted accessibility, availability, and familiarity as key factors driving lager’s popularity, noting that many women express a preference for lager despite claiming not to enjoy beer overall.
Gender Perception in Beer Choices
Smith referenced the Gender Pint Gap: Revisited report, where Dea Latis found that 28% of women surveyed responded “Don’t Know” when asked about their favorite style of beer, compared to only 9% of men. This disparity prompted questions about potential educational gaps within the beer industry, leading to calls for clearer information and opportunities for beer tasting experimentation for women.
Addressing Industry Assumptions
Smith critiqued the beer industry’s assumption that consumers inherently understand beer styles. She noted the confusion present in bars and grocery aisles, where beer labels often lack clear descriptions of flavor profiles, leading consumers, both men, and women, to default to lager as the “safe option.”
Promoting Beer Diversity
To encourage more diverse beer choices, Smith suggested aligning beer flavors with familiar categories such as gin botanicals or coffee and chocolate. Drawing inspiration from the successful marketing of spirits, she advocated for descriptive labeling that highlights key ingredients and flavors, akin to how cocktails are marketed.
Learning from the Spirits Industry
Smith urged the beer sector to emulate the successful marketing strategies of spirits, emphasizing clear and concise descriptions of beer aromas, colors, and flavors. She emphasized the need for consumer-friendly language and educational initiatives similar to those seen in the wine industry to enhance beer appreciation and understanding.
Conclusion
In conclusion, Smith underscored the need for the beer industry to communicate effectively with consumers, leveraging descriptive language and educational resources to showcase the diverse range of beer flavors and styles. By adopting successful marketing tactics from the spirits industry and prioritizing consumer education, the beer sector can encourage more informed and adventurous beer choices among both men and women.
