Well someone has gone and done it. Direct marketing of beer to women. Now don’t get me wrong, I have nothing against marketing to women, but the question is, does this step over the bounds of good taste? Before anyone goes all postal (lookin’ at you Zac) it needs to be stated that this is the brainchild of Shazz (yes she goes by only one name like Cher), founder and owner of Chick Beer. Yes Shazz is a woman who has five, count them, five daughters. So if anyone should be in tune with the female market I would think that a woman with five daughters would be a good candidate.
She (Shazz, that is) has done some research too. currently women account for 25% of all beer consumption in the US. That is about 750 million cases of beer. That’s a lot, and certainly worth an attempt to gain a piece of that market share. What’s more Shazz claims to have done research on what women like in beer, and has specifically formulated Chick Beer to appeal to those tastes. No hop bombs here, she tones down the bitterness and plays up the sweet malitness in the low cal low carb beer (97 and 3.5 per 12 oz respectively).
On facebook a lot of very well respected beer women are tearing Shazz a new one. They don’t like this idea one bit, and find it demeaning. On the flip side Shazz says that she is celebrating women and that being a Chick is not a bad thing, so she owns it and like any red blooded capitalistic American is trying to exploit it for all it is worth. I have heard through the Facebook thread that this brew is actually pink. Now they do not mention this anywhere on the Chick beer site, so I can’t independently verify that. They do however say that 5% of all their profits go to charities to help empower women, so I guess that is a good thing.
Here is my take on this. It is a blatant attempt at making a money grab. There is very little here that is new except for packaging and a marketing ploy. Bright colors, a fashion conscious bottle design and yet another crappy light lager. I would say this does nothing to empower women, but is just another way in which the beer industry is trying to exploit them in the US. Sure they aren’t in bikinis but really “Chick Beer?” What kind of demo are you going for here? The 22 year old Paris Hilton wannabe market?
Frankly this is just a new way to wrap old fish in an attempt to attract a few buyers. If you want to donate to a good cause, make good beer that appeals to the masses and then donate 5% of those earnings to women’s charities. This is just so wrong on its face that I think nobody wanted to tell the Emperess she had no clothes. We’ll see how they do, but I’m sensing another Moonshot without the caffeine.