Centuries ago, beer brewing was done by women who were highly respected members of their communities. During the Middle Ages, priests and monasteries took over these duties, and since then, all things beer have become synonymous with masculinity. Through advertising, public drinking spaces, and even coming-of-age rituals, beer consumption has been geared toward men. Even beer styles themselves have been labeled either masculine or feminine with light, sweet and fruity beers being associated with femininity and dark, robust, and hoppy beers being associated with masculinity. Although the stereotype of craft beer consumption being a masculine activity still exists, the number of women consuming craft beer is increasing year over year. There are still assumptions made about both men and women who drink craft beers outside of the perceived gendered construct that questions the masculinity of men and the femininity of women. This study dives into the gendered perceptions of craft beer and the stereotype of craft beer drinking being a masculine activity by looking at the perceptions of the styles of craft beers women prefer and the styles of beer they actually drink.
Horowiec, Jennifer, "Beer Preferences of Women: Looking at Gender Stereotypes through the Consumption of Craft Beer" (2022). Hospitality Graduate Student Scholarship. 29.