Beer for women case study: marketing beer as a drink which can also be enjoyed by females

Published by: Datamonitor

Published: Sep. 8, 2008 - 33 Pages

Table of Contents

Datamonitor view

Catalyst

Summary

Analysis

Female drinkers have long been ignored by beer marketers

Beer has suffered a dip in sales in the UK on-trade

The on-trade has become more attractive to female drinkers

Beer is not an attractive proposition for many women

Beer is often seen as unhealthy compared to other alcoholic beverages

Wine and spirits provide stiff competition for beer in the female alcohol market

A number of established brands have introduced female-friendly variants to the market

Some companies have looked to brand extensions in order to attract female drinkers

Low calorie and healthier beers are often targeted at women

Sweeter tasting beers form another niche market which is designed to encourage women to drink beer

Peroni Nastro Azzurro and MGD64 are two brands looking to encourage women to drink beer

Peroni Nastro Azzurro has achieved strong growth in the UK while appealing to a large proportion of female drinkers

MGD64 is as light as it gets

Miller positions MGD64 as a lower calorie alternative to many popular female drinks

APPENDIX

Case study series

Methodology

Secondary sources

Further reading

Ask the analyst

Datamonitor consulting

Disclaimer

List of Figures

Figure 1: The percentage of the major alcohol categories accounted for by female consumption, 2008

Figure 2: Several major brands have introduced variants designed to appeal to female drinkers

Figure 3: Aligning the Peroni brand with food has gained favor among female consumers

Figure 4: Miller has advertised its MGD64 variant through a partnership with Ecohanger

Abstract

• Gain insight into the methods used by important industry players to give them a competitive edge
• Identify specific areas for operational improvements
• Capitalize on the knowledge of experienced companies when entering a new niche or market

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