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Why are women excluded from lager advertising?

The spotlight has recently been placed on attitudes in the beer industry towards female consumers, with marketing campaigns for various large brands such as Fosters and Carlsberg being branded ‘childishly sexist’, ‘insulting’ and ‘dismissive of women.’

SABMiller CEO Alan Clark took the time to speak out and called for an end to lager marketing that alienates or patronises women, a few days later the London based brewing company purchased Meantime Brewing , showing that it is starting to address the fact that women have been ignored in the fight for revenue and market share.

The fact that marketing companies largely ignore women when promoting lagers and beers seems a very dated approach , successful worldwide brands such as Apple, McDonalds and Costa would never dream of ostracising 50% of their target market with insulting advertisements.

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