This is perhaps more a hope than a true prediction, since I’ve been for year waiting patiently for the day that craft brewers wake up to the fact that women drink beer, too. What’s more, based admittedly on purely anecdotal evidence and long observation, women do seem to consume a greater proportion of craft beer than do their male peers.
And no one is selling to them.
I’m hardly the only one to notice this – Lew Bryson made his views known quite recently, except I’d ask his editors at Portfolio why those elegant female fingers in the photo are opening what appears to be a Corona, instead of some hopbomb double IPA – but sometimes it truly does feel like we who recognize the modern female beer drinker are but voices in the wilderness.
Maybe it will happen this year, and maybe (more probably) it won’t. But the idea is a good one. As Lew notes in the final sentence of his Portfolio column:
“Selling beer to women is a great idea. Half the market is being undersold.”
