Problem: Women make up 1/3 of craft beer sales, but advertising does little to invite them into the culture of craft beer.
Insight: Women are hesitant to engage with craft beer culture because it appears as an exclusive boy’s club.
Solution: Directly address the fears women may have about drinking beer, going to tasting rooms, and talking about beer. Ninkasi is in a unique position to use the Goddess of beer, Ninkasi, to illustrate the brewery’s acceptance and celebration of beer drinking women.
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