Young Female Drinkers - You're a Target!

The rise in alcohol consumption among young women, especially in the United Kingdom, is prompting the alcohol industry to come up with new ways to attract female drinkers worldwide with new marketing approaches that will "create new drinking occasions and new opportunities."

In an article posted on the Datamonitor web site headlined On-trade alcohol: UK women top European drinking figures, it was reported that young British women, between 18 and 24 years of age, are by far the largest consumers of alcoholic drinks in Europe, with annual per capita consumption of 203 liters in 2002, compared to only 59 liters among young Italians. The industry expects this group to increase alcohol consumption to 242 liters by 2007.

The article outlines the alcohol trade's strategy in attracting more young female drinkers with the establishment of bars designed to make women feel more comfortable and secure, compared to the traditional European pubs.

Datamonitor reports that "Traditional beer-focused pubs in the UK and Germany have given way to bars such as All Bar One or Mediterranean style cafes which offer a more comfortable, open, well-lit, friendly environment. One of the key design features of the All Bar One chain is that the bar's frontage should be mainly glass, allowing prospective female customers to check the venue out before entering. This offers security and comfort, and also helps to develop trust."

The industry is also targeting female drinkers with new kinds of drinks, refining their marketing to specifically appeal to women. As the Datamonitor comment admits: "The obvious example is the rise in FABs (favored alcoholic beverages), which having initially been aimed at young consumers were quickly refined to appeal to women particularly. Wine, in particular, is popular with young women as it is perceived as being low in calories and sophisticated."

The news is out, if you are young and female, the alcohol industry is doing it's best to encourage you to drink more... and more and more and more.

More: Women & Alcohol | Risks for Women