Women drinking beer
Despite the fact that there are many women who drink beer nowadays, partly due to the emergence of special beers such as Kriek and Liefmans, beer is still associated with men and it is still not widely accepted as ‘normal’ for women to drink beer.
In recent times, numerous campaigns to break the stereotype that beer is just for men, have appeared worldwide. AB InBev has recently launched an experiment in the US to identify how the combination of women and beer is being formed. In the experiment, couples who are going out were being followed, whereby the women ordered a beer and the men another type of drink. The investigation showed that the majority of women were served the other type of drink by the waiters, while the men had the beer automatically put in front of them. Also in Belgium this seems to happen often; around 34 percent of Belgian women recognised this situation. But where does this come from? There are several reasons for this.
It has been proven that humans instinctively associate bitter tastes with poison. The global man, from a point of a basic drive or instinct, is much more inclined to take risks than the average woman, this because of her primal instinct to look after her offspring. This is the (un?)conscious psychological aspect and therefore the reason why men in general will more willingly accept the bitter tastes in beer than women would.
It is also true that beer has always been marketed as a man’s drink. It is not necessarily so that adverts say that women are not allowed to drink beer, but it is a fact that beer advertising almost exclusively features men. Just think of, for example, the “prehistoric men” from Bavaria or the “men know why” from Jupiler. But if you would say: if advertising is one of the causes that beer is still associated with men, then it could also become one of the causes that could associate women with beer in the future.
With Jillz and Kriek showing that beer for women is well on its way, maybe we will see the day when normal beer will also be promoted this way, so that it will be considered normal when women drink it, just like men do.