Beer Brands Targeting Women

More and more we are seeing marketing campaigns from big names in the beverage industry catering towards specific consumer trends. The increasing number of people choosing to drink at home, the awareness of health benefits/drawbacks and the recognition of previously ignored consumer groups are all contributing to this shift. One of the biggest changes we’ve seen in recent times in terms of the beer industry is that companies are now realising the potential in the female consumer group.

SABmiller has recognised that “In the past brewing companies could be accused of alienating women.”

Sue Clark, SABMiller’s managing director was quoted saying “We need to develop campaigns that actually appeal to both sexes and I think getting back to the intrinsic quality of beer is a key part of that. The way we market Peroni as a mixed gender style brand is a great way of doing that while also raising the premium nature of the beer category.”

The Budweiser Super Bowl ad this year is a prime example of this shift. Their ‘Puppy Love’ commercial which featured a Golden Retriever Puppy and a Clydesdale was intended to tug on our emotions and create a lasting impression of the brand. It could be argued that this move towards tear-jerking rather than comical advertising could be due to the changing dynamics of their consumers. Women now make up nearly 50% of all Super Bowl viewers, and beverage companies would be daft not to evolve their marketing strategies with this in mind.

Rothhammer Beer have featured glossy ‘Hollywood’ ad campaigns showing women in typically masculine careers such as fire-fighting or politics to target female consumers. Some brands have taken a different tact, such as Chick Beer, which focuses completely on the female consumer. Many companies however are sticking with SABMiller’s idea and trying to promote mixed gender beverages.

The way that the beverage industry is affected by changing consumer trends and dynamics makes an enormous difference to the future outlook of the market. One of the most important ways that a business can arm itself against competitors is with up-to-date market intelligence. The Industry Report Store has a wide range of beverage reports, analysing the current market situation as well as potential opportunities for the future.

Take a look at some of our reports to see how we could help you:

United Kingdom Beer Market Insights 2013

The Premium Beer Market 2013

Global Brewer Analyser Report 2013 

Global Beer Trends Report 2013 

Contact us if you would like any sample pages or if you want to enquire about any reports that we might have.

Sources: Marketing Week, Trendhunter, Reuters, Image

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Bianca Underhill

Marketing

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