Cool Blonde meets a man who listens

Beer is still seen by the majority as a male bastion, brewed by men, for men. Women drink only 11% of beer sales in Britain, yet they buy 42% of all take-home beer, according to the latest research from the British Beer & Pub Association. In other words, most brewers are missing a trick. This, though, may be about to change.

Coors, for example, was behind the first Beer and Women dinner held in London at the end of last year, in conjunction with the Beer Naturally campaign and Independent Family Brewers of Britain, to look at the dominant role of women in the history of beer.

Did you know, for example, that it was women rather than men who were the historic brewers of beer, stretching right back to Ninkasi, the 4000BC Sumarian Goddess of Beer? And that there were women brewers recorded in Egypt 3,500 years ago? Not to mention the Anglo Saxon alewives or "brewsters" of 15th-century Britain…

Coors, incidentally, has also set up a beer-tasting panel, which meets three days a week to check beer quality and taste new beers. It's made up of nine women and only two men.

So come on then, do women make better beer tasters? When it comes to the palate, taste is not affected by gender, according to recent research undertaken by both the University of Sunderland and the British Dental Association.

"Women have an enhanced grasp of language, which is very helpful when trying to pin down certain characteristics," replies Lee Threapleton, the panel's sensory manager.

"Bitterness is always the main issue with women," says Threapleton, "but over the last decade brewers have gradually been lowering the bitterness levels of beer. The message we need to get across is that there are many different styles of beer out there."

Beer Naturally Campaign organiser Rupert Ponsonby agrees: "There are already many beers out there that women will like. Fruitier flavours and balance is the key - primary flavours that remind people of their youth."

Cue Cool Blonde from the Hepworth Company (available through Vintage Roots on 0118 976 1999). "Actually, we didn't originally set out to aim this beer specifically at women," explains brewer Andy Hepworth. "We wanted an organic lager whose bottle shape and label would look great in a bar or on a restaurant table, but along the way we realised that it might also appeal to women."

It just might irritate a few of us, too, with its rather sexist overtones ("The result is a long and powerful brew - as befits a Cool Blonde - a firm body and luxuriant head," gabbles the accompanying press release). "My wife designed the label and the bottle and she's as feminist as they come," defends Hepworth. "She realised that most beer labels are aimed at men well over the age of 35 and she wanted to address that." OK, she has a point. And sales have been very positive, reports Hepworth, who is gearing production up for 20,000 bottles a day.

"Women always say the same things about beer - they don't like harsh bitterness; they don't like a big head because they don't want a moustache; and they don't want too much fizz because it makes them belch - so we've just listened to them," says Hepworth.

Hallelujah! A man who listens. Expect more brewers to roll out female-friendly beers in the coming months.

shorts

Food and wine pairing competition

Here's a challenge for you - find the perfect pairing of monkfish and Chablis. Yup, it's the second time around for the annual Fish Dish Awards, which first took place in London last year, and which Caterer is sponsoring in conjunction with Matthew Clark, Forth Wines and Westminster College. It's the brainchild of top Chablis producer J Moreau & Fils, which reckons it's about time we thought a bit more about where our Chablis comes from and what it goes best with.

This year the winemaker is asking participants to work with their sommeliers to arrive at the perfect match. Entry forms are available in this issue of Caterer or from Matthew Clark or Forth Wines or directly from J Moreau & Fils itself (e-mail marketing@jmoreau-fils.com). Completed forms and recipes must arrive before 30 April at Westminster Kingsway College, London. The final takes place there on 8 June. The winner will be invited to J Moreau & Fils in Chablis on 20-24 September, along with other winning chefs from Dublin, Amsterdam, Dubai and New York, where the competition also takes place.

New drinks company

Constellation Wines has integrated its two European businesses, Constellation Wines Europe and Matthew Clark, and has named the combined business Constellation Europe. The company will have a retail sales value of more than £2.5b, making it one of the biggest premium drinks companies in Europe. Heading it up is chief executive Christopher Carson, with Matthew Clark chief executive Richard Peters as his number two.

Chinese brew

Kent beer importer Pierhead Purchasing (020 8320 4467) has received its first shipment of China's Shanghai Dragon Beer, brewed at the Shanghai Brewery, established in 1936. And yes, there is rice in the brew - "contributing to its soft mid palate," says the blurb. Available in both 350ml and 600ml bottles.