Women & Beer

Women & Beer

The beer industry has a rich history spanning thousands of years. Evidence suggests that beer brewing emerged in ancient Mesopotamia (modern-day Iraq) as early as 8,000 BCE, with archaeological findings at sites like Godin Tepe supporting early fermentation practices (World History Encyclopedia, n.d.). Interestingly, women were the original brewmasters, playing a central role in beer production across many cultures. Brewing was deeply connected to cooking and food preparation, making it a natural extension of the domestic sphere. In many early societies, women exclusively brewed beer and even owned taverns (Smithsonian Magazine, 2020; Wikipedia, n.d.).

When Did Men Take Over Brewing?

The shift occurred with the rise of commercial brewing. As brewing transitioned from a household craft to an industry, men were in a better position to secure infrastructure, funding, and labor—key factors in professionalizing beer production. Women, who had mastered the brewing process, continued working behind the scenes, but their roles became labor-oriented rather than leadership-focused (Wikipedia, n.d.; Craft Beer Girls, 2023).

To summarize, women were the first brewmasters, crafting beer not just as a beverage but as an essential element of food culture. Then came commercialization—men secured the resources to formalize brewing as an industry, while women remained involved but lost ownership and leadership in the field (Wikipedia, n.d.; Brewin Review, n.d.).

Beer Today: Still Marketed Toward Men

Fast-forward to today, beer remains a cultural staple worldwide, especially in the U.S.—but it is still largely marketed toward men. How do we know? Much of the narrative is driven by assumptions and outdated stereotypes:

• In 2021–2022, 66% of men and 61% of women reported drinking alcohol (Brewers Association, n.d.).

• Among alcohol consumers, 35% prefer beer, yet there is limited data detailing the gender breakdown within that preference (Brewers Association, n.d.; Craft Brewing Business, 2021).

• The prevailing assumption is that men make up a larger portion of beer drinkers, while women are more likely to favor wine and spirits (Brewers Association, n.d.).

The U.S. beer industry generates approximately $135 billion annually, with craft beer contributing $28.8 billion (Brewers Association, 2024). Despite this economic scale, demographic data on who drives these revenues remains surprisingly unclear (Craft Brewing Business, 2021).

The Decline of Beer Sales

Before addressing the data gap, let’s examine the current state of beer in the U.S. Beer sales have been declining, with 2023 marking the lowest consumption levels in a generation (Wile, 2023). Several factors contribute to this shift:

• Changing Consumer Preferences – More drinkers are opting for wine, spirits, and alternatives like hard seltzers (Ofgang, 2023).

• Health & Lifestyle Trends – Diet-conscious consumers, especially those following keto and high-protein diets, often avoid beer due to its higher carb content (Brewer World, 2023).

• Economic Pressures – Inflation and financial concerns have led consumers to reduce discretionary spending, including alcohol purchases (NIQ, 2024).

• Competition from Other Beverages – The rise of cannabis-infused drinks, canned cocktails*, and functional beverages** has further fragmented the market (Machado, 2025; Harvard Health, 2024).

*Canned Cocktails are also known as read-to-drink cocktails as opposed to spirits which are distilled alcoholic beverages such as vodka, whiskey, gin, and rum.

**Functional beverages are formulated to provide health benefits beyond basic hydration.

Challenges in the Craft Beer Sector

The craft beer industry, once booming, is now struggling. Volume sales are declining, and for the first time since 2005, the number of operating craft breweries has dropped (Ofgang, 2023). Rising costs for ingredients, aluminum cans, and equipment—combined with supply chain uncertainty—have strained many breweries (Parker, 2024; Vik, 2023).

A New Market Opportunity: Women Over 40

At Essbie, we’re passionate about beer—and about helping the industry thrive. While many blame younger generations for waning interest in beer, we believe there’s an overlooked, high-potential audience: women over 40.

Why Does This Market Matter?

• Women in this demographic often have more discretionary income than their younger counterparts (Brewers Association, n.d.).

• They are professionals, parents, and community leaders—and they’re willing to carve out time for authentic social experiences.

• Culinary pairing plays a significant role in their beverage preferences, making breweries with strong food offerings uniquely appealing (Dara, 2025).

The Problem: Breweries Aren’t Asking Women What They Want

Despite their potential, women over 40 are frequently overlooked. Many breweries offer overly sweet ciders, wine-based cocktails, or slushy drinks as afterthoughts—not as products shaped by genuine interest or feedback (Craft Brewing Business, 2021).

At Essbie, we’ve asked women directly—and the responses are consistent:

• They feel ignored or misrepresented by beer branding.

• They want quality, intentional options that match their preferences and lifestyle (Essbie, internal research).

Looking Ahead: A Call to Action

The beer industry is at a crossroads. Rather than blaming cultural shifts or generational habits, breweries should expand their gaze and consider markets they’ve historically missed. Women over 40 are a vibrant, influential audience—ready to connect with breweries that meet them where they are.

At Essbie, we’re committed to helping the industry listen, learn, and lead.

References

Brewin Review. (n.d.). Celebrating women in brewing history: Pioneers who shaped the craft beer movement. https://brewinreview.com/women-in-brewing-history/

Brewer World. (2023, July 22). How consumer preferences are reshaping the beer industry. https://www.brewer-world.com/how-consumer-preferences-are-reshaping-the-beer-industry/

Brewers Association. (2024). National beer sales & production data. https://www.brewersassociation.org/statistics-and-data/national-beer-stats/

Brewers Association. (n.d.). Shifting demographics among craft drinkers. https://www.brewersassociation.org/insights/shifting-demographics-among-craft-drinkers/

Craft Beer Girls. (2023, June). A toast to the she-brewers: The untold history of women in beer. https://craftbeergirls.com/blogs/cbg-content/a-toast-to-the-she-brewers-the-areuntold-history-of-women-in-beer

Craft Brewing Business. (2021, August 3). Women now make up 32% of the craft beer market. https://www.craftbrewingbusiness.com/featured/understand-age-changing-demographics-craft-beer-drinkers-market-properly/

Dara, J. (2025, March 8). 10 female-owned breweries that are changing beer. Forbes. https://www.forbes.com/sites/jilliandara/2025/03/08/10-female-owned-breweries-that-are-changing-beer/

Harvard Health Publishing. (2024, July 15). Cannabis drinks: How do they compare to alcohol? https://www.health.harvard.edu/blog/cannabis-drinks-how-do-they-compare-to-alcohol-202407153058

Machado, N. (2025, March 10). The rise of THC-infused beverages: How the beer industry is embracing a new frontier. The Beer Connoisseur. https://beerconnoisseur.com/articles/the-rise-of-thc-infused-beverages-how-the-beer-industry-is-embracing-a-new-frontier/

NIQ. (2024, March 8). A look back at 2023 alcohol trends. https://nielseniq.com/global/en/insights/analysis/2024/a-look-back-at-2023-alcohol-trends/

Ofgang, E. (2023, October 11). People are drinking less craft beer. Here’s why, says Brewers Association. Forbes. https://www.forbes.com/sites/erikofgang/2023/10/11/people-are-drinking-less-craft-beer-heres-why-says-brewers-association/

Parker, E. (2024, July 16). Economic pressures in the craft beer industry: 2023 challenges and trends. Brew Scoop. https://brewscoop.com/craft-beer-news/economic-pressures-in-craft-beer-industry-2023-challenges-and-trends/

Smithsonian Magazine. (2020, October 26). Why did women stop dominating the beer industry? https://www.smithsonianmag.com/history/women-used-dominate-beer-industry-until-witch-accusations-started-pouring-180977171/

Vik, F. (2023, December 22). 2023 beer industry challenges: A year of resilience and innovation. Hiredragons. https://www.hiredragons.com/post/2023-beer-industry-challenges

Wikipedia contributors. (n.d.). Women in brewing. Wikipedia. Retrieved June 19, 2025, from https://en.wikipedia.org/wiki/Women_in_brewing

Wile, R. (2023, December 30). Beer drinking in America falls to the lowest level in a generation. NBC News. https://www.nbcnews.com/news/us-news/beer-drinking-america-falls-lowest-level-generation-rcna131478

World History Encyclopedia. (n.d.). Beer in the ancient world. https://www.worldhistory.org/article/223/beer-in-the-ancient-world/