Technomic: Women Will Shape Adult Beverages

CHICAGO — The majority of women in the United States of legal age are increasingly engaged, experimental and educated consumers of spirits, wine and beer, according to the Special Trends in Adult Beverage Report: Women's Purchases & Preferences by Technomic Inc. Young and ethnic women in particular are likely to shape the future of the adult beverage industry.

"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," said 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."

Women are more likely than the general population to spend more on on-premise adult beverages than last year; try adult beverages and then purchase for at-home enjoyment; and take cues from menu descriptions and samples when deciding what to order.

Women ages 21 to 34 consume different beer styles on-premise at least once a month at a much higher rate than older women and prefer domestic regular beer, imported beer and domestic light beer the most.

Additionally, compared to Hispanic, black and Asian women, Caucasian women consume fewer drinks per occasion; consume fewer types of wine, beer and spirits; and are less likely to order straight or shot spirits.

The report, part of Technomic's Trends in Adult Beverage series, 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, according to the market research firm.