Make Your Bar Friendlier to the Three Billion Humans outside the Prime Demographic - women

Cheers, March, 2000 by Tracy Anne Finklang

A woman's perspective from an industry insider.

There they are, just where we expect them to be...leaning over their beers or Scotches, eyes glued to one or two of the multiple TV screens placed strategically around the bar for their enjoyment, shouting directions and encouragement to the men running around on the screens, chowing down on spicy chicken wings...our Prime Demographic, the 21-45 year old male.

But wait! What's that right next to them? The same species, but decidedly different, perched uncomfortably on backless chairs, trying in vain to carry on a conversation with the back of his head, straining to hear the answer over the bar's tumult, sipping an uninspiring "house" wine selection.

There are more of them than their counterparts. The fairer sex, the better half, the cause for so many Ladies Nights, not-so- cleverly disguised promotions to entice the Prime Demographic to where they are...Women...the XX to men's XY.

Obviously, we need to accommodate and cater to our Prime Demographic, (a.k.a. P.D.), the ever-present, money-spending male. But must it be done to the exclusion of a majority of the population? I think not.

Let's explore some ways we can make our bars equally friendly to the many women who frequent them, either in groups, alone (gasp!) or in the company of the P.D., without putting off our main income source.

Beverage Offerings

To paraphrase a current liquor ad slogan: They drink beer...it's what men do.

Women, on the other hand, tend to drink what is affectionately known in the industry as "Chick Drinks," (also known by the annoying moniker, Foo Foo drinks) a labor-intensive group that includes but isn't limited to Margaritas, Daiquiris and Pina Coladas, along with creamy concoctions, blended fruit extravaganzas, ice cream drinks, et al.

Women also drink beer, of course, but as evidenced by the recent craze of fruit flavored, spiced, citrused and otherwise enhanced brews, they tend to prefer their beers with less bitterness and a little extra something.

And women drink wine. Wine works well for adding that lovely, rosy flush in the absence of pink light bulbs. And a lightly held wineglass, swirled seductively, serves as an excellent punctuation to any good conversation.

So, to make our beverage offerings more female friendly, perhaps we should all spend some time developing alternatives to high alcohol drinks, liquor and beer. Get behind a strong list of well-designed (that is, not overly icy, sweet or labor-intensive), smooth, festive tropical drinks that are refreshing and light. Garnish them well; serve them in attractive and fashionable glasses. Feature them on the beverage list along with some quality non-alcoholic variations, as well as interesting soft drinks and bottled waters.

Why not add a few fruity beers, or spiced and flavored wheat beers, or hard ciders, or shandies to the list? Mercifully, most of the cloyingly icky-sweet versions have left the marketplace and those that are left will probably stick around and are worth carrying. Beers like Saxer Lemon Lager, Samuel Adams Cherry Ale, Oasis Blueberry Ale and Zima come to mind, as well as hard ciders like Woodchuck Dark and Dry, among many others.

As for your wine lists, we all that know male customers love to order those big, powerful wines so prominent on our Cab- and Chard-heavy lists. Why not be creative and add a few of the slightly more subtle varietals? A spicy Viognier; a sprightly Beaujolais, a sublime Cabernet-Merlot blend, a crisp Alsatian Riesling. Softer, more approachable wines for softer, more approachable humans. Makes sense.

So many bars and restaurants only offer a stable of house wines, frequently only identified as house red, white or blush? None of the above, thank you, but a delicious Sangiovese just might do the trick.

Designing Our Bars

Men love the barstool. It is simple, to the point and functional. Men can climb on and slouch forward, elbows akimbo on the bar in denial of all their mothers' warnings. This is a decidedly masculine posture and works well for them.

Not so for women. Women detest these tiny perches and the hunched posture required to sit upon them. For the comfort of women, consider more approachable chairs, possibly padded with arms and a back and a footrest. This is a profoundly more comfortable seat, where one can lean back, cross ones legs, relax and enjoy the atmosphere of the bar and the company of those around without trying, often unsuccessfully, to maintain some dignity while attempting to stay perched on the little round disc that so often serves as bar seating.

And this works for the P.D. as well. When the home team scores a touchdown/goal/basket/homerun, a sturdy chair with a back will prevent that all-too-frequent backflip off the barstool.

Having an area, even a small one, where an actual conversation could be held without competing with a) the ballgame du jour, b) the raucous general barroom noise or c) the hustle and bustle of a busy bar, is a boon for women. Occasionally, a P.D. might find that he prefers a tender moment with his lovely companion to Male Sports Bonding, and having a quieter place to pitch woo within your busy bar will keep those gents on premise rather than hunting out a more serene locale.