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New Beer Targets Women

Beer isn’t just for fellas anymore. While most people tend to think of the chubby guy with a belly at a tailgate party as the target audience for brewskies, these days it’s pretty apparent that more and more women are enjoying a nice cold one, and now it seems the gals are getting their very own set of suds.

High Heel Brewing plans to start distributing two beers in Florida next month marketed specifically for women. The company was started by 20-year industry vet and master brewer Kristi McGuire, and will not only cater specifically to gals, but it will be the rare beer company that is completely run by women.

The company, which features a logo of a hop poised on a stiletto heel, will be distributing two beers, The Slingback Perry Ale, a four-pack with packaging in mauve and green to appeal to a female audience, as well as the Too Hop’d to Handle India Pale Ale, dressed in red, oranges and purple packaging. So far their reach will be limited to Florida, but if there’s big enough demand they hope to expand the business.

Don’t think women are the right market for new beers? Well, think again. According to the Brewers Association, women account for about 32% of craft beer sales, with those aged 21 to 34 responsible for 15% of that consumption.

This isn’t exactly the first time a company has tried to target beer to women, although previous attempts haven’t been so successful. Carlsberg and Molson Coors each tried to introduce new beers for women about five years ago, but the products lasted only a year.

Source: USA Today

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