Event

Languages in Ferment: Beer Becomes Inclusive. When Ethics Interprets Opportunity

The beer sector—from production to distribution, including the pub and food & beverage world—has its roots in a cultural tradition often accompanied by imagery and language still tied to gender stereotypes. Yet, the data tell a different story: according to the latest AssoBirra survey, about 60% of women consume beer, and a significant portion do so regularly.

From this awareness comes the reflection proposed by our association, which invites the industry to question the strategic, cultural, and operational value of gender equality as a lever to speak to the entire potential market, women and men alike, and to align governance, corporate culture, organization, and communication.

During the event, a study by Michela Cimatoribus will be presented, analyzing the representation of the female figure and body in beer communication—from the late 19th century to today—through advertising, labels, and social media. This historical-critical heritage offers essential reading tools for those who want to rethink their brand identity in a more conscious and contemporary way.

This will be followed by the intervention of Samantha Cavicchi, founding member of Comunicattive, a gender-perspective communication agency born in Bologna in 2005 and specialized in DE&I strategic consulting. Communicating without stereotypes means creating more respectful representations capable of speaking to women as well, both as consumers and as professionals in the sector.

The conference will address the topic of gender equality not only as an ethical issue but also as a concrete lever for competitiveness and an element of sustainability—a theme the association is tackling with particular attention. Speaking on this will be Alessia Alò, partner at Wise Growth, a consulting firm active since 2008 on human sustainability issues.

We will close the interventions with the testimony of Viviana Manera, marketing director of Birra Peroni, the only company in the sector to have obtained gender equality certification.

Stay until the final greetings: there will be a complimentary gift exclusively for conference participants—our book Pinte Consapevoli, an instructional and finely illustrated booklet by our member Chiara Basellini, created thanks to funds received in 2025, which informs on the 10 points to remember for "drinking better."

Speakers/Teachers: Michela Cimatoribus e Giuliana Valcavi

Languages in Ferment: Beer Becomes Inclusive. When Ethics Interprets Opportunity

Organized by:

ASSOCIAZIONE LE DONNE DELLA BIRRA

16 febbraio, 11:00 - 12:00

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