The Campaign for Real Ale (CAMRA) has launched an attack on the male-oriented marketing practices of brewers and is urging retailers to target female drinkers. CAMRA's first female chairman, Paula Waters, criticised current marketing practices, which she said were of little interest to women. "When was the last time you saw any press or TV advert for beer which was meant to attract women?" she asked. "At best they are inoffensively aimed at men and at worst they are downright patronising to women. If breweries and retailers were to involve and educate women drinkers then they could tap into a massive market and further the real ale revolution," she said. CAMRA research shows that eight in 10 women have never tried real ale in a pub, which makes the off-trade an excellent channel through which to target women, Waters added. "We are encouraging off-licences and supermarkets, as well as brewers and pubs, to look at making their marketing more female-friendly. "Categories such as cars or skincare products are looking outside their traditional gender audience with great results," she added. Some specialist retailers are already reporting a rise in interest in the category from women. "I would say that, during the last two years or so, there has definitely been a gradual increase in the women buying ale from me," said Gareth Jones, owner of Beer Essentials. "I've found that simply getting women to taste ales results in a huge shift in their perceptions. The category is also benefiting from the rise in interest in local, organic and natural food and drink," he added. Ale has undergone a turnaround in fortune of late, with TNS statistics showing that sales are up 8% to £364m [52 weeks to 22 April 2007]. This is in marked contrast to last year's 0.2% decline over the same period. "If we can get women to try real ales and find a style they like there will be no going back," said Waters.

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