Dea Latis, a UK-based women and beer interest group led by Annabel Smith, is leading a vital new study to delve further into women’s attitudes and behaviours relating to the world of beer. Following their trailblazing 2018 report – The Gender Pint Gap – which ignited industry-wide conversations, Dea Latis’ subsequent research in 2019 highlighted a concerning gender gap in beer consumption and the prevalence of misconceptions about beer.
In 2023 Dea Latis was successful in securing a third tranche of funding from The Brewers’ Research and Education Fund (BREF) to conduct further YouGov research and benchmark attitudes against their previous findings.
So, since 2019, have women’s attitudes and perceptions about beer changed? How has a global pandemic, and factors such as the rise of the #MeToo movement impacted the way women view beer and pubs?
“The previous studies have sparked essential conversations, but our latest research marks a new milestone in understanding the shifts and developments in women’s relationship with beer in the aftermath of the pandemic,” commented Smith, founder and research lead at Dea Latis. “This fresh data will provide valuable insights to guide the industry towards refocusing on creating a more inclusive and diverse beer culture.”
The findings from this latest study are anticipated to challenge existing assumptions, debunk stereotypes, and offer actionable insights for breweries, marketers, and industry stakeholders to foster an environment that resonates with the diverse tastes and preferences of all beer enthusiasts.
Dea Latis is an organisation founded to work on behalf of women in the beer and brewing industry to represent them as a minority group but also on behalf of women drinkers: to challenge their ideas about beer and present it to them in a way that might encourage them to buy, taste or recommend it.
Between 2017 and 2019 Dea Latis conducted two pieces of widely circulated research into GB female attitudes and behaviours towards beer:
Both reports sought to investigate the reasons why Britain has one of the lowest percentages of female beer drinkers in the world. Both sets of research were supported and funded by the Worshipful Company of Brewers, through a grant awarded annually by the Brewer’s Research and Education Fund.
Despite the resurgence in interest around beer driven by the boom in craft and micro-breweries, in a country that regards beer as its national drink women are underrepresented as beer-drinking consumers, employees and decision makers.
YouGov statistics from the 2018 survey revealed:
- Only 17% of women consumed beer regularly compared to 53% of men.
- Male orientated advertising presented a huge barrier to women considering beer as a drink of choice (48% of women aged 18 to 24 cited this as a reason for not drinking beer).
- The perceived calorific content of beer was another barrier with 20% of women citing this as a barrier to choosing beer as a drink of choice.
- 17% of women felt that ‘being judged by others’ was a barrier to them drinking beer
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