Drinking it in

Pat Dowding and Sarah Gaunt, Pegram Walters, analyses some of the factors that separate the girls from the boys in the bar, and suggest some improvements to drinks marketing practice

Pat Dowding & Sarah Gaunt

In today's market, women play a strong role in both the purchase and consumption of alcohol, and female brand approval for the drinks consumed by men can be a driving factor in a brand's success.

While men and women have extended their repertoire of drinking in and out of the home, the alcohol market overall has been relatively static in total volume terms. However, the last ten years have seen some significant shifts in volume and some major changes in consumer profile and behaviour in certain sectors, largely driven by social change. It is a fascinating market which is still coming to terms with the power women exert.