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

About Industry Report Store:

Industry Report Store is one of the world’s most comprehensive libraries of market intelligence, with the perfect report for every business need at every budget. Business information is paramount for companies seeking to stay ahead amid challenging economic conditions and intense competition. Contact us today to take advantage of our premium intelligence insights and keep up with your industry competitors.

Social media is now integral to successful business relationships. Connect with us to be the first to find out about exclusive offers and get involved with the latest industry discussions.

Bianca Underhill

Marketing

T: +44(0)20 3220 0814 
M: bianca.underhill@progressivemediagroup.com

Headquarters: John Carpenter House, John Carpenter Street | London, EC4Y 0AN, United Kingdom

E-Cigarettes: New year, new way to smoke

It’s the start of a new year which means that millions of us prescribe to predictable and ever-growing ‘new year’s resolutions’ to be thinner, happier and healthier in 2014. Advertisers are as poised as ever to leap at the jugular of our insecurities to make some profit.  Among obvious opportunists such as dieting and fitness companies and dating websites, charities including Cancer Research use this time of change to promote their Dryathlon event, which raises money from people abstaining from alcohol for January. Corresponding to the idea of ‘dry January’, many consumers will attempt to forgo their 40 a day cigarette habit at the beginning of a new year. This is where the e-cigarette company NJOY, the self-titled industry “gold standard”, targeted existing smokers who wished to quit by offering up their product as an alternative, with the slogan “friends don’t let friends smoke”. NJOY have been one of the first e-cigarette companies to promote their product for its potential health benefits, which may indicate where the market will grow in 2014 and beyond.

The consumers in North America and the affluent countries in Europe are becoming increasingly health conscious, and they want the market to reflect their needs. E-cigarettes might not be a proven health tool yet, but many are choosing to view them as such. From 2016 they are going to be classed as medicines instead of consumer products if plans go ahead, making the market a battleground for companies endeavouring to capitalise on this consumer trend. Over one million people in the UK alone use e-cigarettes, and some analysts are predicting that the e-cigarette market will be worth more than the traditional cigarette market, currently over £400bn a year,  in just ten years. Most cigarette company are recognising the change, and that the association with ‘health’ means big profit potential. With massive superstores like Sainsburys and Tesco Express bringing the product to a wider market, it’s fairly safe to say that 2014 and is going to see a massive increase in the common use of e-cigarettes.

Companies are now competing to be the leading brand in the market, with some such as Nicolites going the further step by launching ‘energy boosting’ e-cigs which are enriched, similar to energy drinks, to give the consumer a stimulating rush when inhaled. Alongside this come warnings from those who say we do not have enough statistics about the long-term side effects in order to actively encourage the use of e-cigarettes. Others worry that children as young as seven will start to use them recreationally, especially if they are allowed to be advertised as glamorous, harkening back to original days of cigarette marketing in the 1920s. Many countries including Brazil, Austria and Belgium has banned e-cigarettes entirely, with Michael Bloomberg controversially changing the e-cigarette legislation in New York before finishing his term as Mayor. The EU faces a potential ban if several countries within the union decide to vote against it, but despite all these challenges the market still looks set to grow.

The key to ensuring that your business has all the tools necessary to thrive in this growing market is premium market intelligence. The Industry Report Store has a brand new report which comprehensively covers the global e-cig market, from analysis of the present and predictions for the future. It covers the market trends, drivers and challenges as well as SWOT analysis of major companies such as NJOY.

Contact us now to find out more about this report.

About Industry Report Store:

Industry Report Store is one of the world’s most comprehensive libraries of market intelligence, with the perfect report for every business need at every budget. Business information is paramount for companies seeking to stay ahead amid challenging economic conditions and intense competition. Contact us today to take advantage of our premium intelligence insights and keep up with your industry competitors.

Social media is now integral to successful business relationships. Connect with us to be the first to find out about exclusive offers and get involved with the latest industry discussions.

Elizabeth Ryan

Marketing

T: +44(0)20 3220 0814 
M: elizabeth.ryan@progressivemediagroup.com

Headquarters: John Carpenter House, John Carpenter Street | London, EC4Y 0AN, United Kingdom