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

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

Introduction

This report on female beer brands forms part of Datamonitor's case studies series, which explores business practices across a variety of disciplines and business sectors. It investigates the potential of beer which can be successfully marketed to women and examines the factors behind the success of certain brands in this field.

Reasons to Purchase

*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

Datamonitor view 1
Catalyst 1
Summary 1
Analysis 2
Female drinkers have long been ignored by beer marketers 2
Beer has suffered a dip in sales in the UK on-trade 2
The on-trade has become more attractive to female drinkers 2
Beer is not an attractive proposition for many women 2
Beer is often seen as unhealthy compared to other alcoholic beverages 2
Wine and spirits provide stiff competition for beer in the female alcohol market 3
A number of established brands have introduced female-friendly variants to the market 5
Some companies have looked to brand extensions in order to attract female drinkers 5
Low calorie and healthier beers are often targeted at women 5
Sweeter tasting beers form another niche market which is designed to encourage women to drink beer 6
Peroni Nastro Azzurro and MGD64 are two brands looking to encourage women to drink beer 6
Peroni Nastro Azzurro has achieved strong growth in the UK while appealing to a large proportion of female drinkers 6
MGD64 is "as light as it gets" 7
Miller positions MGD64 as a lower calorie alternative to many popular female drinks 8
APPENDIX 9
Case study series 9
Methodology 9
Secondary sources 9
Further reading 9
Ask the analyst 9
Datamonitor consulting 9
Disclaimer 9
List of Figures
Figure 1: The percentage of the major alcohol categories accounted for by female consumption, 2008 4
Figure 2: Several major brands have introduced variants designed to appeal to female drinkers 5
Figure 3: Aligning the Peroni brand with food has gained favor among female consumers 6
Figure 4: Miller has advertised its MGD64 variant through a partnership with Ecohanger 7