“Alienating marketing and sexist attitudes have long made women a second thought in the beer industry. Now, companies are waking up to the reality that inclusivity is lucrative.” Full article: https://www.bbc.com/worklife/articl...ers-could-save-the-male-centric-beer-industry A few noteworthy quotes: For years, major beer brands and craft breweries alike have targeted men as their primary demographic. But where UK-based brewers have made more moves to pivot from sexist marketing, US brands are playing catch up. Kate Bernot, a beverage-alcohol reporter who has written extensively on demographic shifts for Good Beer Hunting's Sightlines, calls inclusive marketing an "economic imperative". She says, "The cool cultural norms today are not heteronormative, gendered cultural norms anymore. I think women – and many men – are thrilled to see a smarter, fresher take. It requires companies to work a little harder." "We looked at rating data from [ratings website] BeerAdvocate and found that the majority of the top 10 beers for users who identified as female were sour beers versus high-ABV IPAs and stouts that rated highest for men," says Hankinson. "That inspired our portfolio of fruit-forward beers that are low in bitterness … "