I'll Have What She's Having: Spirits Makers Cater to Female Tastes ...

June 28 2012 -

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Have you noticed all the new alcoholic beverages that now target women? Over the past year or two, producers have developed entire product lines just for women, ranging from lower-calorie drinks with a health appeal to fruit-flavored versions of established brands. This trend is said to be attributed to the renewed interest in classic cocktails like daiquiris, Pimm?s Cup and every flavor of martini imaginable.

Targeting women is smart thinking for the $19.2 billion spirits business. According to the New England Consulting Group, women make 65 to 70% of the alcohol purchasing decisions for at-home consumption. And in restaurants, alcohol servings to women increased 9% in 2009 and 3% in 2010, according to market researchers NPD Group.

?If you?re only focused on creating solutions in spirits for half the population, then you?re obviously missing out on satisfying a large group of potential consumers,? Beam Chief Executive Matthew J. Shattock recently told Bloomberg Businessweek.

So alcohol producers are now trying to deliver what women want. Here are some of the brands that now court women.

• SkinnyGirl Cocktails, created by reality star Bethenny Frankel, is a growing portfolio of low-calorie wines, vodkas and ready-to-drink margaritas, cosmopolitans and sangrias. Acquired by Beam Global Spirits & Wine Inc. in 2011 for a reported $100 million, SkinnyGirl was the fastest growing liquor brand in the US last year.
• Voli Vodka has 25 to 40% fewer calories than leading brands, featuring flavors like Raspberry Cocoa, Espresso Vanilla, Pear Vanilla, Lemon, and Orange Vanilla.
• Big Easy Blends:? Women accounted for most of the $4.6 million in sales of this on-the-go frozen margarita brand in 2011, earning it the nickname ?Mommy juice box.?
• Campari America, with a portfolio that includes Skyy Vodka, Wild Turkey Bourbon, American Honey and Russell?s Reserve sponsors ?Women & Whiskeys? tasting and education events and a community on Facebook to help women understand the finer points of ?whiskey.

So how can marketers capitalize on this trend and cater to women?s interests and tastes?

• Educate her: Women are thirsty for information about spirits and wine. Offer her real-life or virtual educational forums that teach her how to appreciate your brands
• Give her something to talk about: Women love to recommend brands and cocktails to their friends. So create cocktails for her or give her news and information she can pass along
• Don?t insult her intelligence: She may be new to the category, but chances are she has sophisticated tastes. So be mindful of taking down to her.
• Make her ask for you: She often has to balance a desire for top-shelf brands with her budget. The more you can show her how to appreciate the qualities of your brand, the less important budget becomes.

Source: http://www.mahercomm.com/ill-shes-spirits-makers-cater-female-tastes/

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