Craft Beer Trends Among Millennial Women

Despite societal norms and stereotypes that have deemed beer as a 'man's drink', more women are drinking beer than ever before. In this article, we will explore the question of what beer women aged 21-35 are drinking. We will delve into the factors that influence their beer preferences, the impact of marketing and advertising, and the role of gender stereotypes in shaping drinking habits. We will also hear from female beer enthusiasts and brewers who are challenging traditional gender norms and making their mark in the craft beer industry.

Sexism in the beer industry

Women make up only 17% of beer drinkers in the UK, and advertising has been identified as the single largest barrier to more women drinking beer. Beer bottles with sexist names and labels have been banned from some festivals, but the industry has been criticised for its slow progress in achieving gender equality.

Sexual Harassment

Sexual harassment is a significant issue in the beer industry, with women reporting experiences of inappropriate touching, unsolicited sexual advances, and objectifying comments. The regular consumption of alcohol in the industry makes harassment more likely. Women in marketing and sales roles often have to spend time in bars and pubs, dealing with men under the influence as part of their everyday work.

Working Hours

The unpredictable and anti-social working hours in the brewing industry also create barriers for women, who still shoulder most of the responsibility for unpaid domestic work and childcare. The brewing process may stretch from 5 am to midnight, clashing with women's responsibilities outside of work.

Equipment Design

The design of brewing equipment creates additional challenges for women, as it is typically designed with men's bodies in mind. Women may face physical demands and recurrent back injuries due to the size and weight of the equipment.

Inadvertent Sexism

Men in the industry may also inadvertently exclude women from career progression by trying to help with physical tasks. Women may have to constantly prove themselves in ways that men do not, creating barriers to their advancement.

Marginalisation and Belittlement

Women in the beer industry often face marginalisation, belittlement, and ignorance from their male colleagues. They may be interrupted during conversations with customers or have their knowledge and expertise questioned or ignored.

Active Hostility

In some cases, the workplace can become actively hostile towards women. Women may be sexualised, harassed, or even assaulted. They may also be bullied, assigned meaningless tasks, or pressured to drink or visit inappropriate bars and clubs.

Beer advertising and its male-orientation

Beer advertising has traditionally targeted men, and this has contributed to the drink's association with masculinity and macho culture. This is despite research showing that alcohol consumption is a heavily gendered activity, with women's drinking often more closely monitored and subjected to greater social sanctions than men's. Beer advertising has played a significant role in perpetuating and reinforcing these gender stereotypes and traditional notions of gender and gender roles.

Historically, beer commercials have portrayed men in hyper-masculine roles, such as jocks, cowboys, and pick-up artists, contributing to the idea that masculinity is precarious and that men are constantly at risk of humiliation, whether by their own stupidity or by other men or women. These advertisements often use irony and humour to address masculine positions, portraying men as unheroic losers who find comfort only in alcohol and their male friends. While this approach may seem to expose and challenge traditional masculinity, it ultimately reinforces gender stereotypes by depicting women in sexist ways and presenting alcohol as essential to male bonding.

The male-oriented nature of beer advertising has been identified as a significant barrier to women drinking beer, particularly among younger women aged 18 to 24. Research suggests that outdated sexist marketing and negative perceptions about flavour and calorie content contribute to British women spurning the drink. Additionally, women cited 'being judged by others' as a reason for avoiding beer, indicating the impact of social norms and expectations on their drinking choices.

To address these issues and attract more female drinkers, the beer industry has been urged to overhaul its image and branding. This includes moving away from overtly masculine advertising and promoting beer in a more gender-neutral way. However, changing long-standing cultural associations between beer and masculinity remains a challenge, and there is a need to dispel myths and address misconceptions about beer among women.

While there is limited specific information about the beer preferences of women aged 21-35, some general insights can be drawn from research on alcohol consumption patterns. Women tend to drink less than men, with alcohol consumption peaking at a little less than four drinks per week for the average woman, compared to 13 drinks per week for the average man. However, it is worth noting that these numbers may vary across different cultural contexts, as the studies referenced were conducted in the UK and may not fully apply to other countries.

Additionally, it is important to consider the health risks associated with excessive alcohol consumption, particularly heavy drinking over a prolonged period. Liver disease, pancreatitis, mental health problems, skin conditions, and increased blood pressure are some of the potential consequences of drinking more than 14 units of alcohol per week, which is equivalent to half a pint of beer. Therefore, it is crucial to drink in moderation and be aware of the potential risks associated with excessive alcohol consumption.

Judgement and fear of drinking beer

Women drinking beer has long been a stigmatised topic, with women facing judgement and a "gendered stigma" when consuming beer, especially in social settings. This stigma is not limited to public spaces but is also present in greeting cards, which often feature women holding wine glasses with jokes about drinking problems, perpetuating the stereotype that women who drink excessively have a "problem" or a "habit".

The judgement and stigma surrounding women and beer consumption can be attributed to societal expectations of women as mothers or caregivers, who are expected to uphold societal morals. When women deviate from these expectations by drinking beer, they are often stereotyped and judged more harshly than men. This double standard is evident in how men's drinking is often associated with sports or pub culture and is more readily accepted, while women who drink beer are perceived as unfeminine, unrestrained, or even "de-feminised".

The Dea Latis report, 'The Beer A-Gender', found that women felt judged when drinking beer, especially in mixed groups with men. They felt that their choice of beer was seen as a reflection of their values, morals, and ethics, and that they lacked confidence and knowledge about beer styles, especially in the presence of male drinkers. This led to a fear of "getting it wrong" and being judged for their choices.

The report also highlighted the role of men in dictating women's choices, with women's preferences often overlooked or decided by their male companions. This dynamic further contributes to the stigma and fear surrounding women's beer consumption, creating a cycle that discourages women from exploring and enjoying beer without feeling judged.

To address these issues, Dea Latis has suggested several strategies, including promoting education about the history and diversity of beer, organising inclusive tasting events, encouraging open dialogue about gender and beer consumption, and creating safe and inclusive spaces in bars and breweries. By implementing these measures, the stigma surrounding women and beer consumption can be reduced, allowing women to feel comfortable and confident in their choices without fear of judgement.

It is important to recognise and address the judgement and fear associated with women drinking beer to create a more inclusive and equitable environment for all. By challenging stereotypes and educating people about the diversity of beer, we can help normalise the idea of women drinking and enjoying beer, removing the stigma and empowering women to make their own choices without fear or shame.

Beer drinking norms in America

Drinking culture in America has historically been associated with men. Until 1961, the US state of Illinois was the only state with a lower drinking age for women than for men. In Illinois, women could drink at 18, while men had to wait until they were 21. This was tied to the age of majority, or when someone is considered an adult, which was lower for women. The premise behind this law was that women matured faster than men and perhaps married younger. However, by 1961, these views had changed, and Illinois Governor Otto Kerner signed a law making the drinking age 21 for both genders.

Despite this change in the law, gender stereotypes and expectations around drinking have persisted. A 1990 study found that only 80% of Americans thought it was acceptable for a woman to be drinking at a bar with friends, compared to 85% who thought the same for men. Women who drink beer often face judgment and sexism, with beer seen as a "man's drink". Women are often expected to drink wine, cocktails, or other "feminine" drinks, and may be shamed or fetishized for drinking beer.

However, this is slowly changing, thanks to increasing college attendance among women, feminism, and popular culture such as *Sex and the City*. Women are challenging these stereotypes and claiming their space in the beer industry as brewers, brewery owners, and enthusiasts. They are rejecting the notion that beer is solely for men and embracing the variety of beer styles, colours, and tastes available.

While there has been progress in challenging gender norms around drinking, there is still a long way to go. Women who drink beer continue to face judgment and sexism, and the alcohol industry has been criticized for its "'male-oriented' advertising". Additionally, drinking remains a public health concern, with alcohol being one of the most dangerous intoxicating substances. It is essential to promote responsible drinking and provide support for those struggling with alcohol use.

Beer drinking in films and TV shows

Beer is a popular drink that often makes an appearance in films and TV shows. While it can help to set the scene or establish a character's persona, the consumption of beer or other alcoholic beverages by actors is not allowed on film sets. Actors are often seen drinking beer on screen, but what they are drinking is usually not actually beer.

What actors are drinking on screen

There are entire companies dedicated to creating realistic props for movies and TV shows, including alcoholic beverages. Actors are likely drinking coloured water, tea, or carbonated coloured water (for champagne). They may also be drinking low-ABV beer or a non-alcoholic beverage like juice, but this is less likely as ingesting large quantities of caloric drinks can be unhealthy and filming a single scene can take many hours or days.

Why actors don't drink real beer

Ingesting large quantities of beer or other alcoholic beverages over the course of filming a scene could lead to intoxication. Additionally, it is a violation of union and studio rules, and most production insurance companies won't cover it. Actors may also need to repeat the same actions or lines multiple times, which could lead to drunkenness or sickness if real beer was consumed.

Alternative beverages used as props

Apple juice or cider can be used as a stand-in for whiskey due to their similar colour. Iced tea is another popular choice for on-screen drinking, and herbal cigarettes are often used in place of real cigarettes.

Product placement in films and TV shows

In some cases, the beers seen on screen may be a real, known brand that has paid for product placement. However, the contents of the bottles or cans are still likely to be water, juice, or another non-alcoholic beverage. It is also worth noting that alcohol advertising on television does not typically show people drinking the product.

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