Beer, traditionally, is marketed with a heavy slant toward men. Commercials and ads are generally filled with images of guys knocking back a few with friends during the game or after a long day of hearty man's work. Women usually are in the background, serving as eye candy in the spots more than the primary consumer.
|All photos by Laine Doss|
Brewers are missing a big opportunity by not targeting the female population in their campaigns. A 2013 Nielsen report, "estimates that women will control two-thirds of the consumer wealth in the U.S. over the next decade and be the beneficiaries of the largest transference of wealth in our country's history".
So how does a brewery tap (pun intended) into the extremely lucrative female market? By making pink beer, of course. Or not.More »