# Feminine Brew Beer brands attempt to appeal directly to female consumers with their branding. By [Hayley McGlone](https://www.trendhunter.com/hayley_mcglone), Manager, Client Research & Strategy | Published Jul 4, 2018 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/feminine-brew ## Key Figures - Trend score: 3.6/10 - Evidence articles: 6 ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Aug 12, 2016 to Apr 3, 2018 - Published: Jul 4, 2018 - Patterns: [Divergence](https://www.trendhunter.com/pattern/divergence), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Themes within the Feminine Brew trend ### 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. ### 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. ### 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. ## What the Feminine Brew trend means for industry ### For 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 for Feminine Brew Trend score 3.6 out of 10, from popularity 59%, activity 40%, freshness 8%. - Popularity: 59% - Activity: 40% - Freshness: 8% ## Examples of the Feminine Brew trend 6 featured examples from Aug 12, 2016 to Apr 3, 2018. - [Feminist Beer Branding](https://www.trendhunter.com/trends/feminist-beer): This Labeling Was Designed to Oppose the Sexualization of Women in Media (Category: Marketing) Implication: Challenging the historically male-dominated industry by creating alcoholic beverages targeted at women while also promoting gender equality in branding and messaging - [Celebrity Songstress-Inspired Beers](https://www.trendhunter.com/trends/bieryonce): Bïeryoncé is Offered Through Brooklyn's Female-Owned Brewery (Category: Lifestyle) Implication: Craft beer breweries can explore new creative avenues to capture underserved markets and gain customer loyalty - [Gender Equality Beer Branding](https://www.trendhunter.com/trends/beer-for-girls): BrewDog's Beer for Girls Was Made to Highlight Women's Rights (Category: Lifestyle) Implication: Craft beer companies can develop gender-focused products to appeal to a wider audience while supporting social causes. - [Menopausal Craft Beers](https://www.trendhunter.com/trends/portsmouth-brewery): Portsmouth Brewery's 'Libeeration' Was Made for Menopausal Women (Category: Lifestyle) Implication: 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… - [Female-Focused Pale Ales](https://www.trendhunter.com/trends/pink-boots-pale-ale): The Pink Boots Pale Ale Aims to Encourage Female Craft Beer Brewers (Category: Lifestyle) Implication: The Pink Boots Pale Ale highlights opportunities for craft breweries to promote diversity and inclusion within their industry. - [Inclusive Beer Retailers](https://www.trendhunter.com/trends/ales-by-mail): Ales By Mail is Now Fully Committed to Banning Sexist Labeling (Category: Lifestyle) Implication: Beer retailers and breweries are taking steps to address sexist labeling and improve diversity in the beverage industry. ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)