"I have seen the odd occasion where I have walked into a pub and seen a man drinking a glass of wine," he says. "I find that totally unacceptable."
Many British women (among others) are partial to cider, "girly" cocktails, and the odd glass of wine. I was always teased for ordered mixed drinks over there, since I have no taste for beer. (A Real Woman would have ordered beer, just one of the guys.) The spokesman was clearly trying to reinforce the manly image that beer has to some degree in Britain. This smacks of real desperation to me, caused by loss of market share. If the industry was doing reasonably well, the spokeman might have cared more about what the women in the pub were drinking as well.