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Opinion: The Marketing Society Forum - Is there a market for beer brands aimed at women?(Discussion)
Publication: Marketing Publication Date: 17-SEP-08 |
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COPYRIGHT 2008 Haymarket Business Publications Ltd.
Beer companies are looking to attract female consumers by creating and marketing beer brands specifically for them. Will they be able to reach this traditionally non-beer-drinking demographic?
NO - JANE ASSCHER, MANAGING DIRECTOR AND CHAIRMAN, 23RED
Aiming a product solely at women is fine in female-specific categories, but outside of these it is far more problematic. The advertising inevitably descends into the kind of gender stereotypes to which women are so often subjected.
Beer is also a tricky product to market. Women who already drink it are not concerned if it undermines their femininity, so they have little incentive to buy a beer 'for women'. Those that...
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