Beer lists and tasting notes attract female beer drinkers

According to the results of an online survey of both female and male drinkers, led by beer and women forum Dea Latis, beer lists and taste descriptions are the best way to encourage women to drink beer with 33 per cent of the 600 respondents saying the practice would make more women opt for beer than other drinks. 

Offering free samples of beer was also viewed as an effective tool in selling more of it in pubs and supermarkets by 27 per cent of respondents while staff recommendation was a popular choice for 21 per cent of people. 

Suggesting food and beer matches was seen as a less effective way to get more women to drink beer, the survey found with 25 per cent of respondents putting it in third place in a list of importance. 

Brewers' approach​

The survey also found that the majority (73 per cent) of people felt that brewers' approach to women had improved over the last 10 years with 74 per cent believing that women are now more likely to choose beer and 17 per cent that women are choosing it as their main drink. 

However, the responses to these questions were more optimistic from men than from women. 

Despite opinions that different glassware​ can attract more female drinkers, respondents to the survey, 58 per cent of whom were female, said it was only 'moderately motivating' when it came to choosing beer or not and neither men nor women felt that listing a beer's calorie content had any impact on their choice. 

Ros Shiel of Dea Latis, said “We weren’t surprised that tasting notes and sampling scored highly, but would have expected a higher ranking for beer and food matching. Factors such as glassware shouldn’t be considered as unimportant though – just that these respondents rated them as less effective than others in persuading women to try beer.”

Dea Latis – named after the Celtic goddess of beer - was launched in 2010 as a forum where women working in breweries, pubs or related jobs could share insights and experience.