Harrogate campaign takes new approach to beer to challenge male-dominated perceptions

New shop in Harrogate opens today in town centre thanks to award-winning independent

A series of specially commissioned photographs, key facts and stats, articles, and crowd-sourced content will be released across the month of October on social media to challenge common perceptions of what beer looks like, how it tastes, and who it’s for.

According to recent research by women and beer interest group Dea Latis, the UK has one of the lowest percentages of women beer drinkers in the world at just 17%.

Many women in the UK feel uninterested, disenfranchised and even repulsed by beer.

This comes from years of marketing beer at men, ingrained sexism, and misconceptions around things like bloat and calories.

Women On Tap founder Rachel Auty says this campaign is a much-needed reminder that beer is for everyone:

She said: “The image of beer today is hugely inaccurate. Beer has changed so much over recent years.

"On the whole, perceptions have not - particularly among women.

"We need a reset button to enable us to stamp out inequality so that beer is accessible to all.

"We need to change the way it is represented, talked about and marketed.

"One of the main reasons women are put off beer is the perception of beer as something that comes in pints.

"The historical perception of a drink that is cheap, brown and malty in an overwhelming volume, guzzled in a laddish manner until one bloats and passes out is not an appealing one for many.”

The Beer Glass Project will put glassware at the front of the conversation.

A range of specially commissioned photographs will be released presenting beer in beautiful and ‘unexpected’ glassware, showcasing the drink as part of a rounded, aesthetic, and indulgent experience - something not commonly associated with beer.

Rachel Auty said: “Women in particular would be more likely to drink beer if they realised sipping it in smaller volumes is actually a perfect way to explore and enjoy the many styles of beer out there today.

"They want elegant glassware and they want a drink that works as an instagrammable lifestyle choice - like prosecco or gin does.

"They want a drink that is beautiful and aspirational, and one they can enjoy and pair with food.

"Women are strong and independent and they will choose a drink that helps them make a bold statement about who they are.

"I hope to make more women realise there really is no better way to do that than with a great beer in a fabulous glass.”

The Beer Glass Project is just the start of a movement to reframe beer.

Over five weeks in October 2020 Women On Tap CIC will run a campaign on social media to present beer as an elegant, premium lifestyle choice, and will amplify the voices of women who might just inspire others to give it a shot.

Follow the campaign on Instagram, Twitter and Facebook @womenontap using #BeerGlassProject

How to join the board of Harrogate BID and help shape town centre's future

A message from the Editor

Thank you for reading this story on our website. While I have your attention, I also have an important request to make of you.

In order for us to continue to provide high quality and trusted local news on this free-to-read site, I am asking you to also please purchase a copy of our newspaper.

Our journalists are highly trained and our content is independently regulated by IPSO to some of the most rigorous standards in the world. But being your eyes and ears comes at a price. So we need your support more than ever to buy our newspapers during this crisis.

With the coronavirus lockdown having a major impact on many of our local valued advertisers - and consequently the advertising that we receive - we are more reliant than ever on you helping us to provide you with news and information by buying a copy of our newspaper.