Should beer be a bit more like gin?
A study into female attitudes and behaviours towards beer has revealed that women are put off drinking pints due to attitudes associated with men and beer.
The study, by women in beer group Dea Latis, revealed that women would drink beer if it had reinvented itself in the same way that gin has done in recent years.
Gin has become a more popular drink as it has become more elegant, the group said.
In a follow up to The Gender Pint Gap, published last year, the new study, The Beer Agender, explores in more detail the opinions and attitudes of women, their perceptions of beer - the product, the service, the drinkers, and the world it inhabits.
The report, which said that only 17 per cent of women drink beer regularly, showed that women are still influenced by the complex attitudes and imagery associated with men and beer.
It also reported that the typical female beer drinker is someone who doesn't care too much about what other people think of her or is a woman who doesn't care too much about what she thinks of herself.
It also showed that the bloat factor is a major consideration and feeling tight across the belly and burping is a big barrier to drinking beer on a night out.
The report's co-author, Dea Latis director Annabel Smith, said: "This year's report illustrated that many women in this country still have some ingrained deep-seated beliefs and perceptions about beer and many of these are not positive.
"Women don't want a beer made for women. Women just want the beer and pub industry to look at things from their perspective, and reconsider how beer is presented and positioned to them."
The Beer Agender suggests that brewers and retailers should take these issues on board and stop dwelling on past beliefs. It concludes that women who drink beer are relaxed and happy and fun and in control and generally comfortable within their own skin and it should be this confident woman that other women aspire to be.
Jaega Wise, the female head brewer for Wild Card Brewing in Walthamstow, London said: "This report is important for the health and growth of the beer industry in the UK.
"Many factors, long suspected in the complicated relationship between women and beer, specifically in the UK, have been confirmed with this thorough research.
"There is a huge amount of work for the beer industry to do to overcome outdated stereotypes facilitated by decades of damaging advertising."