- 37% of female alcohol drinkers have now tried real ale - which means it has more than doubled in less than 2 years (June 2008 - 16%)
- New ale launched for female drinkers
- Real Ale industry celebrates ‘National FemAle Day' - Thursday 1st April 2010 in National Cask Ale Week
- New industry beer and women group, Dea Latis, launched to further influence shift in female drinking trends
More women trying real ale than ever before
New research released today in National Cask Ale Week has found that 37% of female alcohol drinkers have now tried real ale, compared to just 16% in June 2008*.
This unprecedented increase has coincided with reports earlier in the week stating the real ale industry has just undergone its first full year of growth for 28 years, and comes at a time when there are currently more small breweries in operation across the UK than at any time since the Second World War.
As part of National Cask Ale Week, CAMRA and the real ale industry are today celebrating ‘National FemAle Day' which aims to encourage even more women to try the different varieties of real ale.
Louise Ashworth, CAMRA Head of Marketing, described the cultural shift taking place at present in Britain's pubs. She said:
‘These new figures are certainly no April Fool, and reflect what the industry has been witnessing for some time.
‘Real ale is in vogue, and new research showing such a drastic increase proves that women are growing tired of the homogenous house wines and alcopop fads they are served in their high street pub or bar.'
Ms Ashworth continued:
‘I think this huge increase in women trying real ale is down to the whole industry pulling together and becoming more proactive. No longer is beer just brewed and served with men in mind!'
New real ale launched for women
Family brewery Wadworth of Devizes is demonstrating its commitment to female drinkers by brewing a beer specifically for women. This new ale, named Mississippi, has been brewed by a team of women at Wadworth brewery to coincide with Cask Ale Week's FemAle day after a growing demand in this market was recognised. Mississippi will be available for tasting on 1st April at the Somerstown Coffee House in London.
It has been produced with the female drinker in mind after many months of canvassing opinion to find out what would make the perfect ale for women.
Dea Latis- a new group bringing beer to women
To further build upon the latest trends, leading female members of the beer and pub industry - including representatives from large and small brewers, pub companies, industry bodies Cask Marque and the Society of Independent Brewers (SIBA), and CAMRA - have come together on National FemAle Day to launch a new task group. Operating under the name Dea Latis, the Celtic goddess of beer and water, the group of industry members will work closely with each other to encourage further growth in beer consumption.
Dea Latis has commended a number of initiatives that have played their part in the huge rise:
- The use of more stylish and attractive glassware such as stemmed glasses and third pint glasses
- The importance of highlighting that beer is a less calorific option than many women think
- Encouraging more pub groups to introduce ‘try before you buy' initiatives in their outlets
- Working with breweries and pub companies to produce more innovative real ale marketing campaigns which appeal to women as well as men
- Producing and promoting a variety of beer styles to tempt more women to try cask ale such as golden ales, and fruit and wheat beers
Louise Ashworth of CAMRA, said:
‘The group started off as a bit of a talking shop, however having learnt more from each other about the obstacles we need to overcome to encourage more women to drink beer, we decided that we should hold an event to try to push this up the agenda and make beer a more appealing drink for women. To mark the build up to Easter we decided we should have a beer and chocolate tasting to show that beer really is the perfect accompaniment to lots of our favourite foods, especially chocolate.'
Brigid Simmonds, British Beer and Pub Association Chief Executive, commenting on National FemAle Day and the formation of Dea Latis, said:
‘At a time when beer sales are falling and pubs closing, this initiative to attract more women to try both is very welcome. It's tremendous to see initiatives from brewers, retailers and organisations like CAMRA starting to change women's perceptions of beer. Beer's immediate attractions as a comparatively low alcohol and low calorie, zero fat drink, with a rich variety of styles and flavours are considerable and should make it a more natural drink of choice for women. But there is still work to be done if we want to attract greater numbers of women beer drinkers, as seen in the US and most of Europe.'
ENDS
Notes to Editors:
The official launch of the Dea Latis group and a tasting of Mississippi real ale will take place at the Somerstown Coffee House (run by 2 female tenants), 60, Chalton Street, London, NW1 1HS from 12:30pm on Thursday April 1st. Members of the press are welcome, with press and photo opportunities available.
The launch also includes a beer and chocolate tasting to mark National FemAle Day. Led by Melissa Cole, renowned beer writer and tutor, the tasting will draw together a number of key female figures in the beer and pub industry including Brigid Simmonds, Chief Executive of the British Beer and Pub Association (BBPA), who will lead discussion on the vital contribution of women to the beer and pub industry. A number of brewsters from some of Britain's leading breweries will also be present.
To download the Dea Latis logo, please click HERE
The logo and creative for Dea Latis has been created by ABV, a marketing and design agency based in central London with extensive experience in the the leisure environment and the marketing of alcoholic drinks in both the on and off-trade channels.
*Research undertaken by TNS, February 2010- CAMRA's bi-annual tracking survey
For further information:
CAMRA's Press Office - 01727 798443
National Cask Ale Week - www.caskaleweek.co.uk
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