More Than the Beer Cave: Ginger Johnson Releases First Book- How to Market Beer to Women
Ginger Johnson starts her day by making breakfast and walking her eight-and-a-half-year-old lab, Hops. “After that, all bets are off,” she says.
The Talent resident runs her own business, Women Enjoying Beer (WEB). Her days aren’t typical, she says; anything from giving a Ted Talk to presenting at a restaurant conference in another state. However, over the last nine months, they’ve been a little more atypical. In addition to her normal responsibilities, Johnson was working on her first book How to Market Beer to Women.
Johnson isn’t one to dawdle around. The idea for the book came to her in November of 2015. By February, she was writing. By September, the book was printed, 80 pre-sold copies making their way to The Great American Beer Festival in Denver.
The book uses research Johnson has collected while running WEB. It’s qualitative, meaning it’s open-ended responses that answer “why” questions instead of being number-based. The “why” for Johnson was “Why don’t more women enjoy beer?” She’s spent eight years researching and presenting on this subject. In the process, she’s talked to hundreds of women.
The book is full of almost 200 pages of takeaways from Johnson’s research. One of her points? Don’t market crap to women by making it pretty. Sell it on its merits. In the intro, Johnson recalls working for a hardware store that would sell pink hammers during the holidays. The problem she saw wasn’t that they were pink, but rather that they were inferior hammers.
“It’s fine to like pink,” she writes, “It’s wrong to use that color to market crap to women.”
Johnson says the point of her book is to help those in the beer industry “take a look at females as an extremely critical and viable market share.” She says that while it is a marketing book, she hopes that everyone will pick it up.