Promotions Change and So Do the Spirits

What if I could tell you I can guess your favorite alcoholic drink based on your gender?

It’s no secret that gender is the most frequently used means of market segmentation and gender stereotypes have long influenced alcohol advertising, with traditional portrayals shaping marketing strategies.?

Early advertisements, such as the image shown on top, were influenced by the societal norms of the era reinforcing gender-based expectations. In this example, the headline reads “Anyway, you didn’t burn the Schlitz,” which reinforces the common belief of the 1940s that women belong in the kitchen. More than 30 years later we see a similar trend.?

Furthermore, a study by Strickland, Finn, & Lambert in 1982 found that over half of television beer ads depicted "macho" men. To complete the study they analyzed 700 alcohol commercials and 3,000 alcohol advertisements from 42 magazines and 87% of the alcohol commercials portrayed men with aggressive masculinity.?

Similarly, The bottom image gives the impression that the ad is geared towards men as the woman is sitting very suggestively like she wants to have a romantic affair with "Mr. Smithers." She is also holding a tie, which suggests that she may have already had an intimate affair with "Mr. Smithers," thanks to this alcohol. Lastly, the text to the left implies that drinking this vodka made the office party even more fun.

However, with gender roles shifting over the years, whether it be by the implementation of laws or by societal pressures, new forms of advertisements have come to light to promote inclusivity and “battle” gender dynamics. But is that really so?

Industry Perspectives:

In February 2024, I had the opportunity to attend the David Grutman Experience. During the event, I asked Rick Ross, a prominent promoter of Champagne Belaire, about the evolving landscape of alcohol marketing given the emerging gender role dynamics. Taking into account societal shifts, Ross stressed Belaire's inclusive messaging, stating, "Belaire is for everyone, we just want everyone to have a good time and live the party.”

I was left unsatisfied with the answer given that in all of my business classes, the number one point is: not everyone is your customer. However, after much research, I realized that both statements can be true, not everyone is your customer, but you can still market your product to everyone. This can be achieved through behavioral marketing, which persuades your audience to adopt your brand's lifestyle.

Emergence of Behavioral Marketing:

As societal norms evolve towards greater equality, alcohol brands are gradually moving away from gender-targeted marketing and implementing behavioral marketing strategies. Yet some of the products remain gender-based.? For example, BrewDog launched a 'Pink Beer for Girls' IPA on International Women’s Day 2018, aligning with research on women's drink preferences (Apkins, n.d.). Her research suggests that women appear to pay more attention to the aesthetics of drinks than men, with some viewing alcoholic drinks (e.g. cocktails) as fashion accessories.

Furthermore Riley Graham, a student and waitress at BrownDog Barlor in Northville, MI has noticed that “women are much more likely to order drinks that are colorful or have cute names, whereas heterosexual men are much more likely to drink beer and cocktails that offer whiskey or bourbon.” In other words, men and women have different preferences when it comes to drinking, but is this caused by advertisements?

Additionally, LGBTQ+ push marketing campaigns emerged as an important aspect of alcohol marketing strategies since the prohibition era and transformed throughout the decades. Community events with alcohol-related prizes encouraged active participation, an example being Drag Bingo. Throughout the ages, more events serving alcohol have been promoted for the LGBTQ+ community instead of print ads. This type of marketing encourages consumers to sample the product and promote an activity that is related to drinking, rather than promoting the drink itself, creating a sense of community.?

Challenges in the Digital Era:

Digital marketing presents new challenges, with mass reach and diverse demographics requiring careful consideration. A Gallup study revealed significant differences in LGBTQ+ identification across generations, influencing brand strategies (Gallup, n.d.). The research revealed that 20% of Gen Z and 11.2% of Millenials identify as LGBTQ+, changing the dynamic brands think about their advertisement. On the contrary, only 3.3% of GenX and 2.7% of Baby Boomers identify as such. This was especially evident through the response to the controversy surrounding Bud Light's recent ad campaign and its aftermath.?

The company faced backlash and a subsequent decline in sales after partnering with transgender influencer Dylan Mulvaney. The ad featured a can with Mulvaney's face, celebrating her first anniversary of identifying as a woman. The backlash led to a viral boycott campaign on social media, with some users pouring out or destroying Bud Light products highlighting the complexities of digital marketing.

While digital marketing provides new chances, it also brings up issues related to privacy and ethics. The World Health Organization (WHO) points out the use of digital platforms in marketing campaigns that combine various methods, including targeted ads using artificial intelligence (WHO, n.d.). However, it's crucial to navigate these challenges carefully to ensure that advertising practices are responsible.

As alcohol marketing changes in the digital age, brands need to adjust their strategies to stay relevant and ethical. By being inclusive, targeting behaviors, adopting responsible approaches, and understanding the history of alcohol marketing, marketers can reach a wide range of people while respecting their preferences and promoting safe drinking habits.

References:

https://democraticmedia.org/publishings/regulating-digital-marketing-of-alcohol-challenges-and-opportunities

https://www.jstor.org/stable/40802008

https://www.insiderintelligence.com/content/gen-z-consumers-increasingly-identify-lgbt

https://www.drugsandalcohol.ie/36057/1/WHO_Digital_marketing_of_alcoholic_beverages.pdf