Marketing on the Rocks: The 90s Alcohol Shift

Remember the 1990s? It was the decade of Friends, flannel shirts, and the Spice Girls telling everyone to “girl power” their way through life. But while pop culture was taking center stage, there was a revolution happening behind the scenes—one that changed how alcohol brands reached their audiences and reshaped the industry’s approach to gender dynamics. Launching bold new ads that targeted women as key consumers, the 90s were a time of major shifts in both marketing and society.

Targeting Women as Consumers, Not Just Props

Historically, alcohol ads often used women as vessels to reach male audiences—think of commercials with women draped over cars or holding beer bottles to capture men’s attention. However, the 1990s saw a shift as brands began to recognize women as a key target market for consumption, not just set dressing.

With women’s buying power on the rise and gender roles shifting, advertisers started directly addressing female consumers. Rather than the traditional approach of using women in ads to appeal to men, alcohol companies began crafting campaigns and products specifically for women. The 90s saw the rise of fruit beers, ciders, and ready-to-drink cocktails (think Smirnoff Ice and Tropical Freezers), as well as low-calorie and alcohol-free options designed with female consumers in mind (Atkinson). This was a big change, reflecting a broader recognition of women’s evolving role in society and the marketplace.

TV Ads Make a Comeback

The 1990s marked a major revival of alcohol advertising on television, and brands were ready to unleash their creativity. Gone were the days of bland commercials—this era brought a fresh wave of innovative campaigns designed to grab attention and resonate with specific audiences.

One of the big trends? The push for “healthier” drink options. Marketers tapped into the growing interest in health and wellness, promoting low-calorie beers and beverages made with “natural” ingredients. Ads started highlighting how you could enjoy a drink without the guilt, targeting the health-conscious crowd that was on the rise.

But it wasn’t just about health. Advertisers also sought to link alcohol with personal success and achievement. Think of those celebratory commercials featuring people toasting promotions, winning awards, or simply living their best lives with a drink in hand. These ads painted a picture of alcohol as a key player in life’s most memorable moments.

When it came to targeting women, brands got even savvier. The 90s saw a shift where women weren’t just background characters in beer ads; they were front and center as key consumers. Marketers crafted campaigns that celebrated female empowerment, offering drinks that catered to their tastes and preferences.

Sensory appeals played a huge role too. Remember those ads boasting about “premium taste” and “quality ingredients”? They were all about making drinking an experience, highlighting the flavors and craftsmanship that went into each product.

Of course, as the conversation around responsible drinking grew, advertisers felt the need to showcase designated drivers. But, interestingly, they often did this by emphasizing a masculine image—the “responsible hero.” It was a nod to a trend that started in the 80s, but it showed that even as times changed, some stereotypes lingered in the marketing world.

LGBTQ+ Representation: Walking a Fine Line

The 90s also saw brands experimenting (and sometimes struggling) with LGBTQ+ representation in advertising. One notable example was Beck’s Beer, which was the original sponsor of the UK version of Queer as Folk in 1999 as part of a deal to connect with younger audiences. But when things got heated in the media, Beck’s pulled out of the sponsorship midway (Institute of Alcohol Studies), revealing the industry’s hesitation in navigating LGBTQ+ visibility in mainstream marketing.

However, the efforts to connect with LGBTQ+ consumers weren’t always smooth. Ads often featured stereotypical imagery, like attractive men with chiseled torsos and known gay personalities. For example, in 2001, US Olympic swimmer Bruce Hayes appeared in a series of ads for Crosby, appealing directly to gay men.

But not all these attempts were well-received. Take the controversial 42 Below Vodka ad from 2006, which poked fun at gay stereotypes with lines like, “Calling all gay men: put down your fluffy little dog and your fabric samples” (Institute of Alcohol Studies). Critics pointed out how these ads, even if meant to be humorous, leaned too heavily on clichés and ended up being tone-deaf.

A Decade of New Strategies

The 90s taught the alcohol industry that advertising had to keep pace with evolving cultural norms. But as we’ve seen, that wasn’t always easy. Navigating complex gender dynamics, new consumer demands, and changing attitudes meant taking risks, some of which paid off and others that missed the mark.

So, what can today’s marketers learn from the 90s? Understanding your audience and adapting to their needs isn’t just about new products—it’s about recognizing the social landscape you’re operating in. And when brands get it right, they create campaigns that feel authentic and connect on a deeper level.