Beer brands attempt to appeal directly to female consumers with their branding
Implications - 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.
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 Themes
1. 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.
2. 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.
3. 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
1. 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.
2. 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.
3. 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.
