The match and a pint is one of the pub’s most popular combinations. Both beer and sport have much in common: both are part of industries made up of a large percentage of men, both are traditionally marketed at men, and the biggest fans of each are usually men. While I don’t want to suggest that pubs stop showing football, I do want to suggest that it’s time for some pubs to make a bigger effort when it comes to entertainment: namely by acknowledging the female half of the population.
So what can pubs do in order to attract more female punters? Perhaps they should just change the channel: shows such as the X Factor and Strictly Come Dancing attract over 10 million viewers at their peaks, whereas football matches bring in about a million. Would these shows work in the pub? Given how much talk about these shows is generated on social networks such as Facebook and Twitter, it’s clear that they are a real conversation starter among fans – and although Twitter is great, it’s no real substitute for experiencing things together and talking about it over a drink.
Our research into women and beer found that women are more likely to choose beer when at a festival, making it clear that beer can be a event drink for us. Perhaps it would be wise for more pubs to capitalise on this by enhancing the festival feel – and supporting local musical talent at the same time. Or pubs that specialise in great food or a large range of beers could hold beer pairing events – at BitterSweet we’ve held some beer and food matching events with great success.
Alternatively, we’ve heard of several bars and pubs enticing people to their doors through using their space to put on something different – the Marksman in London has just started a fashion pub quiz, which has been posted about by top fashion bloggers Susie Bubble and Isabelle OC. We’ve also heard of events from life drawing sessions in Beach Blanket Babylon in Shoreditch to clairvoyants and beauty treatments at the Dalriada in Edinburgh’s Portobello.
What do you think? Would you be more likely to go to the pub if something different was happening there?
