• Skip to primary navigation
  • Skip to main content
  • Skip to primary sidebar
  • Skip to footer
  • Advertise
  • About Craft Brewing Business

Craft Brewing Business

Professional Insight, Unfiltered

Craft Brewing Business Craft Brewing Business
  • News
  • Business & Marketing
  • Packaging & Distribution
  • Equipment & Systems
  • Ingredients & Supplies
  • Webinars & White Papers
  • News
  • Business & Marketing
  • Ingredients & Supplies
  • Packaging & Distribution
  • Equipment
  • Webinars & White Papers
  • COVID-19

Study: Consumers tiring of gender-based beer ads

June 21, 2013Chris Crowell

gender stereotype beer ads-001
No more of this, says a consumer opinion study in the UK.

‘Bring back the frogs,’ say consumers about beer advertisements. OK, not really, but the results of a new survey of consumers in the United Kingdom did show people are tiring of beer advertisements that lean on gender stereotypes. In fact, the results show beer advertisements suffer more from this backlash than other product categories.

The survey conducted by Canadean Custom Solutions, based on the response of 2,000 UK adults, showed: 69 percent believed grocery advertisements aimed at men are outdated and stereotypical, while 68 percent said the same of advertisements aimed at women. The young generation is the most skeptical one: 76 percent of the 18- to 24-year-olds think ads aimed at men are outdated, whereas the 25- to 34-year-olds are more likely to have this view on ads aimed at women (74 percent).

According to Michael Hughes, research manager at Canadean Custom Solutions, this survey sends a message to manufacturers that ads reinforcing gender stereotypes could have an adverse effect on brand perceptions.

“Such types of ads are becoming increasingly outdated with consumers — particularly young adults — seeking out products that make them feel sophisticated and stand out from the crowd. Whilst such humor-based advertising that serves to reinforce gender stereotypes may be perceived as funny, they can actually have an adverse effect on brand perceptions.”

Canadean Custom Solutions is the consumer and shopper insight division of Canadean Ltd. Canadean provides market research, reports, databases and custom solutions to the global FMCG, retail, packaging and ingredients industries. With headquarters in the UK and regional offices around the world, Canadean has built a reputation as the benchmark for consumer market intelligence.

brewery-NFTs
Marketing idea of the week: Three Denver breweries launch NFT for IRL event
Lasting Joy Brewery opens in Tivoli, N.Y., this weekend, and it looks spectacular
Ken-Hartill-01
Migration Brewing hires distribution veteran to manage its quest to 20,000 bbls
Charlie Papazian Brewing Education Lab at MSU Denver honors Colorado craft beer pioneer

Reader Interactions

Comments

  1. michael_schatte says

    June 21, 2013 at 12:33 pm

    @CraftBrewingBiz Or just make better beer and advertise that…

    Log in to Reply

Leave a Reply Cancel reply

You must be logged in to post a comment.

Primary Sidebar

Latest News

  • Sapporo to acquire Stone Brewing, that one brewery that kept saying it wasn’t interested in selling out
  • Harpoon collaborates with Reebok, Elysian reveals new tarot labels and more beers to know this week
  • Carlsberg announces largest test trial of its fully recyclable Fiber Bottles (Mads Mikkelsen’s a fan)
  • Marketing idea of the week: Three Denver breweries launch NFT for IRL event

Sign up for our newsletter

unsubscribe from list

Most Popular Today

Recent Features

  • Sapporo to acquire Stone Brewing, that one brewery that kept saying it wasn’t interested in selling out
    June 24, 2022
  • Reebok-x-Rec-2Harpoon collaborates with Reebok, Elysian reveals new tarot labels and more beers to know this week
    June 23, 2022
  • Carlsberg announces largest test trial of its fully recyclable Fiber Bottles (Mads Mikkelsen’s a fan)
    June 22, 2022
  • Strategic Partnership HandshakeHarpoon parent company buys Long Trail Brewing brands
    June 21, 2022
  • beer taps brain distribution cbb cropUnfiltered: What to do when my head brewer leaves?
    June 20, 2022
  • Man,Holding,Beer,Can,In,A,Liquor,Store,,Choosing,BeerWhat makes a good craft beer label?
    June 16, 2022

Footer

  • Email Newsletter Sign Up
  • About Craft Brewing Business
  • Contact Us
  • Advertise on Craft Brewing Business
  • Media Kit Download
  • Privacy and Terms

© 2022 · CBB Media LLC

Posting....