There's a lot of talk about attracting more women (and younger adults) to the joys of drinking ale, rather than other alcohol. And it appears to me that a lot of organisations/companies seem to be missing what I think are some obvious points.
Firstly, if you aim adverts specifically at women, it's seen as patronising, plus it will alienate some men. Therefore it would be better to promote in a way that was not gender specific.
Secondly, perhaps it would be a good idea to promote the right sort of products. I know a number of women that drink traditional (if there is such a thing) bitters and enjoy them. These are clearly not the women to win over. In my experience, the reason why a lot of women don't drink beer is because they have perhaps tried bitter, not enjoyed it, and assumed all ales/beers are the same. I think that perhaps the industry should be promoting some of the sweeter less astringent and milder brews. Bring back some of the brown ales and stouts that I was fond of in my youth. This along with the promotion of fruit beers and 'beer with food' information would probably do more good than images of attractive young women holding pints of ale.
What do you reckon ?
-- Regards The Ale-Fan