A cool, refreshing lager isn’t just for the boyzin.
Sometimes you feel like kicking back with a cold one, enjoying tapas at your go-to watering hole or catching up on your favourite shows coupled with a refreshing beverage.
More and more women are testing out beer as their chosen drink to quench their thirst.
Through a nationally representative survey, research shows that while 72 percent of beer consumers are men, the top five alcohol categories for women in 2023 are beer, flavoured alcoholic beverages, ciders, liqueur and boxed wine.
“Noteworthy is the fact that nearly 50 percent of South Africa’s adult population consumed alcohol in the past month, with beer being the preferred choice for 41 percent of them,” the report states.
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People tend to associate beer as a man’s beverage but with a wide range of flavourful beers and experiences that are catered to everybody regardless of gender, a growing number of women are venturing into adding beer into their bev list.
Marsha Kumire, marketing director at South African Breweries (SAB) whose portfolio includes leading the development and growth of global beer brands, uses her platform to shift preconceived perceptions about lager.
Chatting to TRUELOVE, she explains, “Coming into it, I didn’t think I was a beer drinker, right, and I think a lot of people have perceptions about beer that are not necessarily true. So, I think the first thing is you have to try it. You have to try for the experience and, like I said, there’s no such thing as a bad beer. It’s all about what is your palate, what is your flavour profile and what you enjoy.
“But I think because beer is accessible … I think we start to pick our brands based on more than just the liquid. It’s more about what does this brand stand for [me], what does it say about me. Does it resonate with who I am as a person? And which is why you would be happy to hold a certain bottle in your hand because there’s a connection beyond the taste that you have with the product.”
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Alcohol consumption in the festive season – when done safely and moderately – is all about shared experiences and is usually a part of the celebrations. Beer is no different.
