Category
Lifestyle
Assisted Choices
Trend cluster
Category
Feminine
Brew
Beer brands attempt to appeal directly to female consumers with their branding.
3.6
Trend score
Trend
What is the Feminine Brew trend?
Feminine Brew: While the beer industry, both for production and consumption, is male-dominated, several brands are aiming to attract female consumers to be more inclusive. These brands are aiming to change the perception of beer from a male-oriented beverage to beer being a drink for everyone to enjoy. This demonstrates how brands are updating their messaging to highlight their adaption to changing consumer expectations.
Trend themes
Themes within the Feminine Brew trend
Three behaviours holding the trend together01
Gender-Inclusive Beer Branding
Brands are aiming to attract female consumers by changing the perception of beer from a male-oriented beverage to a drink for everyone to enjoy, updating their messaging to highlight their adaption to changing consumer expectations.
02
Niche Beer Trends
Brands are producing beers designed for specific groups of people like menopausal women, inspired by celebrities, feminist messaging, or to support gender equality, in order to tap into unexplored sections of the market.
03
Inclusivity in Beer Retailers
Beer retailers are committed to banning sexist labeling and garnering support from breweries to engage in practices that do not exclude women and the LGBTQ community.
Industry implications
What the Feminine Brew trend means for industry
Where the trend changes the playbookFor
Beverage Industry
The beverage industry can study the trends for niche non-alcoholic and alcoholic drinks, branding, and inclusivity, in order to stay up-to-date and build a wider customer base.
For
Advertising Industry
The advertising industry can adapt to changing consumer expectations, market gender-inclusive branding, and support inclusivity by building messages that resonate with a wider audience, including marginalized communities.
For
Hospitality Industry
The hospitality industry can provide more room for niche drinks, work with breweries to promote inclusivity and showcase gender and race diversity, and tap into nontraditional markets.
Workshop question
Is there a perception of a product or service your brand offers that you would like to change? How would you change it?
Trend signals
Trend signals for Feminine Brew
Trend score 3.6 out of 10, from popularity 59%, activity 40%, freshness 8%.
Popularity59%
Activity40%
Freshness8%
Audience
30%Men
70%Women
- Gen Alpha (not a primary audience)
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Feminine Brew trend
6 featured examples from Aug 12, 2016 to Apr 3, 2018CategoryMarketing
Feminist Beer Branding
This Labeling Was Designed to Oppose the Sexualization of Women in Media
Challenging the historically male-dominated industry by creating alcoholic beverages targeted at women while also promoting gender equality in branding and messaging
CategoryLifestyle
Celebrity Songstress-Inspired Beers
Bïeryoncé is Offered Through Brooklyn's Female-Owned Brewery
Craft beer breweries can explore new creative avenues to capture underserved markets and gain customer loyalty
CategoryLifestyle
Gender Equality Beer Branding
BrewDog's Beer for Girls Was Made to Highlight Women's Rights
Craft beer companies can develop gender-focused products to appeal to a wider audience while supporting social causes.
CategoryLifestyle
Menopausal Craft Beers
Portsmouth Brewery's 'Libeeration' Was Made for Menopausal Women
Craft breweries can pioneer the use of natural herbs, such as lemon balm and chamomile, and even consult herbalists and healthcare professionals to create unique beers with health…
CategoryLifestyle
Female-Focused Pale Ales
The Pink Boots Pale Ale Aims to Encourage Female Craft Beer Brewers
The Pink Boots Pale Ale highlights opportunities for craft breweries to promote diversity and inclusion within their industry.
CategoryLifestyle
Inclusive Beer Retailers
Ales By Mail is Now Fully Committed to Banning Sexist Labeling
Beer retailers and breweries are taking steps to address sexist labeling and improve diversity in the beverage industry.
