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The 17th Annual
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New report finds women of color will have large impact on beverage industry's future

(October 22, 2014) A new report finds increasing value in women, especially black, Hispanic and Asian women, for the beverage industry. According to Technomic Inc.'s recently released report, Special Trends in Adult Beverage Report: Women's Purchases & Preferences, the majority of women in the U.S. are of legal drinking age -- and they're increasingly engaged, experimental and educated consumers of spirits, wine and beer.

"Men are traditionally the target of adult beverage marketing initiatives, but women truly are influencers. We find women are increasing their knowledge of adult beverages, open to promotions, interested in trying new drinks and eager to share their discoveries with others," observes Donna Hood Crecca, Senior Director at Technomic. "Their behaviors vary by location, age, income and ethnicity -- this is a very diverse and increasingly important group of adult beverage consumers."

Black, Hispanic and Asian women, when compared to white women drinkers were found to:

- Consume more drinks per occasion
- Be more exploratory (consume more types of wines, beer and spirits)
- Be more likely to order straight or shot spirits

Spotlight On: Beer

[Click image to enlarge]


According to Target Market News' report, The Buying Power of Black America, black households spend more than $2.8 billion annually on alcoholic beverages.

The 2014 Special Trends in Adult Beverage Report: Women's Purchases & Preferences is part of Technomic's Trends in Adult Beverage series. The report provides an in-depth look at women consumer demographics and their behaviors, preferences and attitudes regarding spirits, wine and beer in on- and off-premise locations, as well as an outlook for their influence on the adult beverage industry.

To learn more about Special Trends in Adult Beverage Report: Women's Purchases & Preferences, visit Technomic.com.


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The 2014 MAAX Awards to honor African American marketing, media and research execs

Target Market News has announced the recipients of the 2014 Marketing to African Americans with Excellence (MAAX) Awards. The annual awards presentation recognizes the contributions, innovations and exceptional performance of African American professionals in the fields of marketing, advertising, media, public relations, consumer research and advocacy. The recipients are...
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