This archive report was first published on 14 October 2019.
October 14, 2019, marked a significant shift in the beer industry as major players began to court women drinkers.
Traditionally, beer advertisements have portrayed a macho image, with men gathered around a TV, cheering and high-fiving as they drink beer. However, this image is slowly being replaced by a more inclusive approach, with beer makers now targeting women as a key demographic.
According to Christine Mwaura, the Tusker Cider marketing manager, the introduction of Tusker Ciders has enabled the company to capture the modern beer-drinking woman with her ever-expanding and complex palate.
One of the ways beer makers are attracting women is by incorporating unique ingredients such as apple fruit into their products. Apple fruit has properties that soothe a bloated stomach, a common issue associated with traditional beer ingredients.
At the Tusker OktobaFest 2019, held at Ngong Racecourse, over 16,000 Kenyans gathered to enjoy street food, music, game nights, and a wide range of social events. The event was a testament to the growing popularity of beer among women.
For Viviane Mbaire, a beer enthusiast, the event was a turning point. She had previously thought that all beer tasted the same, had an odd smell, and was bitter. However, after trying cider and Smirnoff Guarana, she was convinced that beer could be a drink for women.
As the beer industry continues to evolve, it is clear that women are becoming a significant market for the industry. With more brands targeting women consumers, it will be interesting to see how the industry continues to shift in the coming months.
