Beer has traditionally been a man’s beverage. Marketing efforts have usually been geared toward men and the image of malt beverages as a manly product continues to dominate popular culture. And with more than 70 percent of beer purchased by men, the proof of beer as a man’s beverage isn’t just a distorted vision; it is definitely in the numbers.
But there is at least one man who wants to change this trend and even the playing field between the sexes. He is Jorgen Buhl Rasmussen, the CEO of Carlsberg Group, one of the world’s largest brewing operations. According to a recent story in Fast Company Magazine, Rasmussen thinks beer is aimed too much at men and that a large, untapped (pun intended) market exists with the female population.
And how exactly, does Carlsberg plan to lure more female consumers? Well, product development must come first but Rasmussen feels it needs to be conducted in a more intelligent, innovative way. The usual emphasis is on sweet flavors and products that do not necessarily taste like traditional beer, even though they are brewed with a malt base. It is widely known that most women do not go for the taste of hops, so brewers have often created products that are sweeter as well as a little less filling and, if possible, slightly lower in calories.
But is this really the best strategy to take? Most are all too familiar with the failed past attempts by the industry to attract more female consumers. Who could forget Zima? Or the wide range of fruity malt coolers manufactured and distributed by so many beverage companies? A few of these still survive, but Rasmussen and others say it is time to reexamine the female palate and create real beer products compatible to their taste preferences.
Rasmussen’s plan is to create new beverages that are malt- based, lighter in alcohol, and more refreshing. He wants to create something that is healthier or at least perceived as such and then convince wine drinkers and others to change their
drinking habits.
What Rasmussen and Carlsberg will ultimately create is not yet known, but experience has shown me that women are huge fans of Belgian lambics, Abbey Ales, ginger beer, and even wheat and hefeweizen styles due to the reduced emphasis on the taste of hops. Creating a beverage along these style guidelines could very well attract a larger percentage of women and convert them to the wondrous world of malt beverages.
“In a brewing facility you can do non-alcoholic products, sweet products, color products,” Rasmussen says. “You can do more or less everything. It’s a very obvious question leading to a very obvious opportunity: We must be able to come up with more ideas and concepts for women.”
Carlsberg has developed several new concept products, like one called Eve- a lighter, fruitier, well- carbonated and refreshing drink that is low in alcohol and calories but utilizes a malt base, just like beer. Carlsberg has already launched another product called BEO, a healthy, juice-like drink low in alcohol content that is brewed like a soft drink but manufactured using brewing equipment.
Some will argue that beer is a man’s product and that brewers should accept thsi reality and make the most of it, but Rasmussen and others believe the time has come for change. Yes, men still purchase the majority of beer, but the tide is already turning thanks to the craft beer industry and other market forces. With the right products and right approach, more women could be won over to the malt beverage corner. It is really about knowing your customer and your market and if Rasmussen has his way, the beer market will slowly shift until it reaches a 50/50 balance between the sexes.
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