E-Malt.com News article: UK: Women drinkers are the future of Ale

New research from the Campaign for Real Ale (CAMRA) suggests that 8 out of 10 women have never tried real ale in a pub and CAMRA feels that brewers and pubs should consider targeting their marketing at women drinkers, CAMRA announced in a news release, August 7.

Reports suggest the ale market is in recovery after a dozen years of decline, and consumers are increasingly turning away from global brands in favour of local and regional real ales. CAMRA is calling on brewers to make beers more appealing to women in its campaign to revitalise the real ale market.

At present 25% of CAMRA's 87,000 strong membership are women. CAMRA's first woman Chairman Paula Waters said: “Beer is marketed at men, and therefore there has been very little to interest women. When is the last time you saw any press or TV advert for beer which is meant to attract women? At best they are inoffensively aimed at men and at worst they are down right patronising to women. More and more we see products that have been traditionally aimed at one gender - such as skincare products or cars - increasingly aimed at the other sex with great results. If breweries and pubs were to involve and educate women drinkers then they can tap into a massive market and further the real ale revolution.”

CAMRA, in partnership with breweries, has introduced a revolutionary tasting scheme called Cyclops, which describes in simple language what a beer will look, smell and taste like. It also gives a mark out of five for sweetness and bitterness. Since its launch exactly a year ago at the Great British Beer Festival the scheme has enjoyed remarkable success with more than 40 breweries now on board covering approximately 250 beer brands.

In the belief that Cyclops is a way to encourage more women to try ale, CAMRA is urging more brewers to adopt the Cyclops tasting scheme that will feature at the Great British Beer Festival. Beer is a wonderfully diverse drink with an incredible range of styles and the time has never been better to attract women looking for a lower alcohol alternative to wine.

Paula Waters said: “Since its launch at the Great British Beer Festival only 12 months ago the Cyclops scheme has gone from strength to strength and now covers over 250 real ales. Breweries that adopt the scheme will find it helps attract women to try beer by demystifying often complex and challenging flavours. If we can get women to try real ales and find a style they like, there will be no going back. The Great British Beer Festival is a perfect place to get started.”

Beers that have adopted the Cyclops system will have a big presence at this year's Great British Beer Festival at Earls Court between August 7th - 11th.

Following a successful trial at the 2006 Great British Beer Festival CAMRA has introduced stemmed third of pint glasses. For the first time third of pint measures will also be included on all pint and half pint glasses.

Previous CAMRA research has shown one in three women believe that drinking from a pint glass is unfeminine. In addition 37% of women pub goers aged 18 - 24 said they would drink real ale if it was served in a more stylish glass.

Paula Waters commented: “Nowadays people care about their image when they are out, as well as what is in the glass. Stylish glassware has boosted the sales of imported Belgian beers and there is no reason why a similar approach could not work for British real ale.

“In addition, smaller measures such as a third of a pint allow people to try more of the beers we have on offer at the festival without exceeding their limits.”

Below is just a small selection of beers and their Cyclops tasting notes that first time real ale drinkers should look out for at the Great British Beer Festival 2007*

Blonde beers and Golden Ales: Refreshing and light, blonde beers and golden ales often have a zesty and fruity character.

Milds: Range from black to dark brown to pale amber in colour. Malty and possibly sweet tones dominate the flavour profile but there may be a light hop flavour or aroma.

Wheat beers: Not just beers using wheat in brewing but beers with the spicy and fruity flavours arising from the activities of a wheat beer yeast. Often dry and refreshing.

Organic Beers: Brewed using organic ingredients.

According to a recent report by TNS, ale sales are up 8% on the previous year.

*Availability of beers is not guaranteed as CAMRA will not serve real ale unless it is judged to be of the highest standard.

Definition of Real Ale: Also known as "cask conditioned" beer, the fundamental distinction between real and other ales is that the yeast is still present in the container from which the beer is served, although it will have settled to the bottom and is not poured into the glass.

Because the yeast is still alive, the process of fermentation continues in the cask or bottle on the way to the consumer ensuring a fresh and natural taste.


08 August, 2007