“Men are traditionally the target of adult beverage marketing initiatives, but women truly are influencers,” says senior director at Technomic.
The majority of women in the U.S. are of legal drinking age—and they’re increasingly engaged, experimental and educated consumers of spirits, wine and beer.
Young and ethnic women, in particular, will shape the future of the adult beverage industry, according to Technomic’s recently released “Special Trends in Adult Beverage Report: Women’s Purchases & Preferences.”
“Men are traditionally the target of adult beverage marketing initiatives, but women truly are influencers. We find women are increasing their knowledge of adult beverages, open to promotions, interested in trying new drinks and eager to share their discoveries with others,” observed Donna Hood Crecca, senior director at Technomic. “Their behaviors vary by location, age, income and ethnicity—this is a very diverse and increasingly important group of adult beverage consumers.”
The 2014 “Special Trends in Adult Beverage Report: Women’s Purchases & Preferences” is part of Technomic’s Trends in Adult Beverage series. The report provides an in-depth look at women consumer demographics and their behaviors, preferences and attitudes regarding spirits, wine and beer in on- and off-premise locations, as well as an outlook for their influence on the adult beverage industry.