Insight: Women make up 37% of craft beer drinkers, but breweries historically ignore them in their advertising.
Idea: Treat yourself
Rationale: Women are increasingly becoming the breadwinners in the family and are managing the household as well. New Belgium is the obvious choice for women to treat themselves with a beer, because not only are they one of the most popular craft beer breweries, but also they understand how hard women work thanks to having a woman as a CEO.
