Student Week: Holly Hops Brewing
by Andrew Gibbs on 07/24/2020 | 3 Minute Read
Design student Kimberly Cosgrove saw that the beer industry had largely failed when it comes to marketing their brews to women.
Named for the scientist who unearthed the preservative nature of hops, the concept design for Holly Hops seeks to honor the role women played in all things beer, as well as other inspirational and groundbreaking women.
"Beer has a rich history that began with women as some of the original brewmasters. All of that changed by 1700 when men discovered its incredible business potential, creating new laws, offensive propaganda, and guilds to push women out.
Over the years, men have continued to dominate the industry, and even today, women still perceive beer as a “man’s drink.” Though it has come a long way, the industry continues to ignore women as an audience. The future of beer depends on diversification, and it has lost 11 billion servings to wine and spirits over the last 20 years because of it (Kendall). The market for beer products will flourish when they cultivate a female following by tapping into the incredible buying power and influence of women.
So, why hasn’t the industry marketed to women?
Well, they have. But PINK isn’t the solution. The demographics are changing, and beer isn’t changing with it. Holly Hops Brewing was developed to honor women and uncover the role they have played in beer since ancient times. Currently, the only time you see women featured is when they are objectified and sexualized for marketing gains. Instead, Holly Hops Brewing will be the first to grant women a seat at the table by empowering them.
The overall brand is dedicated to Hildegard von Bingen, the female scientist who discovered the preservative nature of hops (Nurin). Our flavors reveal other inspiring female figures including Ada Lovelace, Bobbi Gibb, Clara Barton, Claudette Colvin, Junko Tabei, and Malala Yousafzai."
Nurin, Tara. “How Women Brewsters Saved the World.” Craft Beer & Brewing, Craft Beer & Brewing, 21 Apr. 2016. Kendall, Justin. “Women Represent Big Opportunity for Beer Industry.” Brewbound, 14 June 2018.
- Bottle Cap Mockup: mrmockup.com
- Can Mockup: HexenDesigns
- Coaster Mockup: mockups-design.com
- Carrier Mockup: Egotype Design
- Glass Bottle Mockup: PNGWing
- Photography: Pexels
- Designer: Kimberly Cosgrove
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