Women, the World Cup and the pub

How do you feel about football? Love it, hate it, indifferent to it? How do you think that most women feel about it? It’s easy to presume that women just don’t like it – after all, that’s what the stereotype is. I work for BitterSweet Partnership, which was set up to help dispel some of the stereotypes surrounding beer, such as that it’s a ‘masculine’ drink. This means that I found this news story from The Publican particularly interesting – it reveals the results of research by The Publican and Wilson Drinks Report which aimed to find out what would get consumers to the pub this World Cup.

While men aged 18-34 are the group most likely to watch the World Cup in the pub, the survey has identified that 62% of women aged 18-24 will be watching – and 90% of those would be happy to do so in the pub. The research also found that the vital ingredient to get women into the pub is food offers – which echoes our research on pubs, which found that food was a reason for 46% of women to visit their local. Just goes to show that the saying ‘the way to a man’s heart is through his stomach’ doesn’t just apply to men!

Will you be watching the World Cup in the pub this summer?