Study: Women spend more at craft brewpubs, while men prevail in volume |

Study: Women spend more at craft brewpubs, while men prevail in volume

Nicole C. Brambila
Nicole C. Brambila | Tribune-Review
Jessica Bauman of Mt. Washington and her boyfriend, Justin Reams, at East End Brewing Co. in Larimer.
Nicole C. Brambila | Tribune-Review
Andrea Shockling, a bartender at East End Brewing Co. in Larimer, pours a cold one Tuesday from more than a dozen craft beers on tap.

Craft beer drinkers might be predominantly male, but a recent study shows women spend more per brewpub trip.

A recent survey of 5,000 visits over two years conducted by Secret Hopper, which conducts mystery shopping and consulting for the craft beer industry, found women spent nearly 7% more than men.

“One of the big things we stress is to treat all guests the same,” said Andrew Coplon, Secret Hopper founder. “If they have a great experience, they’re going to spend more money.”

So, why are women spending more?

That’s where the data falls short. But Coplon has a couple of theories:

• Women may prefer more the more expensive fruit-infused drinks.

• The total purchase may include other merchandise.

• Women at breweries tip slightly more, 22.1% compared to men’s 21.3%.

Scott Smith, owner of East End Brewing Co. in Larimer, isn’t quite convinced. He concedes, though, that his wife can outdrink him with a single glass of craft beer because she prefers bourbon barrel aged stouts and double IPAs, which cost a little more and have a higher alcohol content.

“She’ll have a beer ,and she’ll want it to count,” Smith said. “She wants it to be flavorful.”

Ian Staab, owner of Yellow Bridge Brewing in Delmont, also expressed surprised at the larger female bar tabs. But after a little thought, Staab had his own guess.

“It kind of makes sense,” Staab said. “Usually females come with a group of friends and hang out longer. Guys usually are by themselves and buy one and go.”

Craft beer is a $27.6 billion industry, with more than 7,300 operators having produced 25.9 million barrels in 2018.

While having gained in popularity over the past decade, craft beer still remains a largely male drink, 68.5% compared to 31.5% female, according to Nielsen, a global analytics company.

Regardless of the tab size, though, brewers said the industry does need to create a more welcoming space for women and minorities.

“I think the styles of beer cater to folks who maybe were traditional wine drinkers,” said Emily Gouwens, co-owner of Hop Farm Brewing Company in Pittsburgh’s Lawrenceville neighborhood.

“We see a lot of women across a broad age group,” she added. “I think that a variety of beers from a good craft brewery is certainly appealing to women.”

To read the full report, click here.

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