As summer winds down, many beverage professionals have fall flavors on their minds and are gearing up for promotions and drink specials that leverage the seasons crisp, spicy and warming taste profiles.
One adult beverage category where seasonal offerings play a crucial role is craft beer, and it may surprise some to learn that women are the best opportunity for leveraging seasonal craft beer offerings.
According to The On-Premise Craft Beer & Cider Consumer report, women are more likely change the style of craft beer they consumer throughout the year (35% vs. 30% for men) and 43% of women say seasonal/limited brews would make them more likely to order a craft beer (vs. 36% of men). In addition, the seasonal craft beer flavors ranked most appealing -- citrus, pumpkin and spice – are more attractive to women than men.
In approaching the all-important fourth-quarter, on-premise operators and their supplier partners would do well to consider how seasonal beer offerings and promotions engage female consumers.