The beer-drinking female: An Australian anomaly
Faculty of Business and Public Management
School of Marketing, Tourism and Leisure
Beer consumption in Australia has strong links to perceptions of masculinity. This paper explores the increasing phenomenon of the beer-drinking female, placing this trend in the context of a cultural environment in which the norms relating to appropriate beverage consumption according to gender are widely held. The results of an ethnographic study into alcohol consumption are discussed in terms of their contribution to an understanding of gender segregation in beer consumption. The social impediments confronting the female wishing to consume beer are discussed, and the potential implications of non-conformance are outlined.