Is the beer industry finally changing its tune?

Just 11 per cent of creative advertising directors worldwide are female. Photo / iStock

Marketing director at DB Breweries, Maud Meijboom-van Weil says New Zealand beer is in long-term decline and breweries need to consider the prospect of new consumers - women.

Beer makers in America have already begun making efforts to change their marketing stancde in a bid to "win back" female consumers that have been "turned off" by sexist advertising.

US brewing giant Anheuser-Busch InBev has set the standard with its Super Bowl campaign built around the idea that coming together over a beer can help solve the world's problems, including unequal pay.

Beer advertisements have traditionally focused on all-male consumers.

Advertisements from as early as the 1950's show themes of 'male bonding', 'mateship' and objectifying women as the 'ultimate prize'.

DB Breweries' Meijboom-van Weil said advertising beer by building on emotion and fun did not create long-term relationships with brands.

"When it comes to advertising, DB recognises that the same old mainstream humour does not resonate with everyone."

The company has since made efforts to change dated themes.

"Heineken is a great example; in the new James Bond TVC, the Heineken 'man of the world' is now a woman, starring next to Daniel Craig. In Monteith's latest advertising campaign, We Follow No-one, we have a clear set of men and women visible enjoying a good Monteith's."

President of the New Zealand Federation of Business and Professional Women Incorporated Vicky Mee said she believed beer industries had poor business sense.

"If these companies are trying to persuade people to buy their products, then they have to be in tune and reflect consumers.

"Advertisers are not engaging with women within society and they do not reflect the general diversity of the population."

Mee said since the Advertising Standards Authority loosened advertising codes of conduct in 2011, she has noticed fewer "sexist" advertisements, which may be due to changing views of the industry.

She said there were still areas of concern.

"Many New Zealanders believe breweries are getting away with unrealistic ads due to the Advertising Standards Authority's lapse in control."

The other reason, she says, is that the advertising industry is "out of touch" with potential consumers.

According to DB Breweries, three quarters of all beer is still consumed by men.

"There will always be some brands that fit better with a more masculine approach to their advertising as this is part of the brand DNA but targeting men and sexism are two different things.

"DB strives to ensure that we don't marginalise any demographic through our advertising," Meijboom-van Weil said.