Press Release

Issued: Monday 3 August 2009

Women drinkers turn to real ale, says new CAMRA research!
Great British Beer Festival Earls Court, London, August 4th-8th

• Twice as many women have tried Britain's national drink compared to a year ago
• 30% of women drinkers have now tried real ale, compared to just 16% in 2008!

Members of CAMRA, the Campaign for Real Ale, organisers of this week's Great British Beer Festival are hoping for record numbers of female visitors as new research shows a phenomenal growth in the number of women trying real ale, Britain's national drink.

Louise Ashworth, CAMRA Head of Marketing, said:

'CAMRA's efforts to convince women that real ale is not just for the boys are paying off. These research findings are very significant, with the number of female drinkers trying real ale for the first time doubling in only one year. Last year we launched the Girls Guide to the Great British Beer Festival because we were concerned that women drinkers were missing out on the pleasures of our national drink. But in the past year real ale brewers, alongside CAMRA, have really stepped up their drive to recruit more women to give real ale a try, and this hard work has paid dividends.'

In 2008, CAMRA released new research documenting why women drinkers had never tried real ale, with 13% not knowing where to start, 12% not knowing what real ale is, 12% thinking real ale would be too bitter, and 9% not liking the appeal of beer in general.

Since this research was conducted, initiatives such as 'FemALE day' during National Cask Ale Week in April, the continuing introduction of third pint measures into Britain's pubs and bars, and record attendance figures at some of CAMRA's 150+ beer festivals have been the catalyst for this radical change in female drinking trends.

This year at the Great British Beer Festival, renowned beer writer and tutor, Melissa Cole, will be taking female drinkers round the Festival in Girl's Guide themed tours to further build upon these new findings.

On hearing of the new research, Cole said:

'It's really gratifying to see more and more women discovering the delights of real ale. On the grounds of taste and flavour there's no reason why more women shouldn't drink real ale, the reason they haven't been doing so over the last few decades is a combination of macho marketing, poor product information and urban myths.'

'Fortunately the combined work of bodies like CAMRA and beer writers like myself has meant that more and more women now understand much more about real ale; they now get that it isn't gassy or bloating, is lower in calories than wine and most importantly, because of the category's immense diversity, women know there's a style of real ale out there for them.'

END

Notes to editors:

Following on from the success of the 2009 event, National Cask Ale Week is due to take place between March 29th- April 5th 2010. The Week once more promises to be another grand celebration of the beer and pub industry. For more information, visit the Cask Ale Week website nearer the time at www.caskaleweek.co.uk

For further information:

CAMRA Press Office, 020 7244 3925