“Elas também bebem”: o consumo de cerveja por mulheres de Santa Maria

Abstract

In the past years, there has been a strengthened trend related to the consumption of beer by women. According to several researches, women have been drinking more beer – online platform MindMiners, for instance, states that 57% of Brazilian women consume alcohol, of which 72% drink beer. Besides consuming more, women are also brewing and getting their spot in the beer business. Beer advertising, however, seems not to follow this trend. Although there is a consumption growth and a behavioral change, beer ads are still mostly aimed to the male consumer, showing a highly stereotyped image of woman. In this sense, this work focuses on understanding the relation between women and this kind of publicity; as well as its influence in the beer consumption growth. To do so, a series of interviews with women who consume, brew and work with beer have been conducted. All interviews have been film recorded and are part the product of this experimental project: an audiovisual documentary.