Women and Spirits:
Why Brands Are Binging the Wrong Stuff

Hang onto your barstools, we're about to drop some surprising knowledge: women drink spirits more than men. Yet, for an industry built on branding and storytelling, marketers routinely fail to connect with this dominant demographic. It's time to shake things up.

According to a recent Gallup study, 31% of American women prefer liquor as their drink of choice, compared to just 29% of men. Add to that a striking shift noted by Rabobank in 2019, where, for the first time, women under 25 surpassed men as the largest group of alcohol consumers. In 2023, Americans chose spirits over wine as their favored alcoholic beverage—a historical shift that makes understanding these market dynamics more urgent than ever.

Data from the consumer research organization Resonate show that the Tequila market has experienced a surprising uplift in recent years. As their research indicates, women are more likely than men to purchase Tequila, and “...it's a younger audience — 25 to 34 — who is most likely to have downed tequila in the past three months.”

Despite these trends, liquor marketing often alienates women through outdated stereotypes, patronizing tones, and missed opportunities. If brands are serious about capitalizing on this growing market, it's time for a fresh approach.

The rise of women in the spirits space is no fluke, and it's not confined to one product type. Women aged 25-34 are leading the charge, especially when it comes to tequila. A study by Resonate found that women in this age range—many of whom are high earners without children—are 26% more likely than the average American to have enjoyed tequila in the past three months. This audience is not only financially equipped but also thirsty for brands that align with their lifestyle aspirations.

What are these women looking for? Well, it's not pink glitter or "mommy juice." Today's female spirits consumers are adventurous, discerning, and socially engaged. They seek brands that reflect their values of quality, individuality, and connection—values often ignored by traditional advertising strategies designed with men in mind.

Despite women's growing influence in alcohol consumption, much of the industry's marketing remains stuck in the past. A glaring example is the tone-deaf “feminization” of alcohol. Think fruity flavors, low-calorie options, pastel packaging, and cringe-worthy taglines like “Mummy wine time.” This approach not only misses the mark; it risks alienating a demographic tired of being defined by stereotypes.

Take Smirnoff's "IDisappointed" ad, for instance. The campaign focuses entirely on the embarrassment of not being carded—a narrative far removed from the actual drinking experience. Compare this to Tito's Vodka, which leans on storytelling about founder Bert "Tito" Beveridge's career and his love for dogs, appealing to a wider, values-driven audience. They back this up with their work with animal-focused non-profits. Smirnoff's approach feels superficial, while Tito's connects on an emotional level. That's the difference.

Even worse, many spirits ads fail to speak to women at all. Consider the male-centric voiceovers and storytelling in campaigns like Grandaddy Mimms' "A Taste of History." By catering almost exclusively to men, brands neglect a significant segment of their audience.

On the flip side, there are a rising number of female-led distilleries making strides in the spirits world. From Melly Barajas Cárdenas's Raza Azteca distillery in Mexico, run predominantly by women, to the growing number of U.S. woman-owned distilleries (now 8% of total active distilleries), such pioneers are proving that women aren't just consuming—they're creating.

Brands that get it right don't just boost sales—they reshape their entire perception. Take the rebranding work and movement we created for Jim Beam. The iconic whiskey brand needed to break free from its outdated, male-centric image and connect with a younger, more diverse audience.

By balancing heritage with modernity, the brand tapped into values of connection and self-expression that resonate heavily with women. In an interview, Rebecca Messina, then SVP/global CMO for Beam Suntory, shared that "...30% of growth was coming from women in a beverage category where no one was talking about women, no one was showing women." As we explained to The Drum: "Our research underlined the importance of the female millennial consumer - and yet nothing had been done in the category to earn her respect and patronage."

We changed all that with the 'Make History' campaign, which featured actress Mila Kunis. Mila's participation made it the first major marketing campaign to position a woman as the face of an iconic American bourbon.

The campaign saw a 43% increase in sales - 70% of consumers under 44 years old - and a significant uptick in female buyers. It's clear evidence that liquor brands can thrive when they pivot towards inclusivity and relevance.

The solution requires a strategic shift. Here's how:

1. Ditch the Stereotypes

Stop assuming women drink to "escape" or "indulge," and start celebrating their sophistication and taste. Women don't need pink-tinted labels or low-calorie pitches—they need brands that respect their intelligence and individuality.

2. Tap Into Shared Values

Brands like Jim Beam and Tito's succeed because they tell a story that aligns with these values without being patronizing. Figure out what your audience cares about and reflect that authentically in your messaging.

3. Start a Movement

Talk is cheap, but authenticity is priceless. Show your consumers you mean what you say by starting a movement aligned to brand values. Fostering communities, create live events, support not-for-profit organizations. A movement will help connect your brand directly with consumers and build deeper, long-lasting loyalty.

4. Invest in Inclusive Campaigns

Echo the Jim Beam approach by modernizing your brand image without losing its heritage. Inclusivity isn't just a buzzword—it's a growth strategy.

Although women are a dominant force in the liquor market, much of the industry has failed to catch up. By discarding outdated stereotypes and creating campaigns that respectfully celebrate women's tastes, preferences, and values - not just 'pinkifying' everything - marketers can tap into an audience with incredible spending power and influence.

It's time to stop seeing women as an afterthought and start recognizing them as the market leaders they are. For liquor brands willing to adapt, the future looks sparkling—and it might just come with a salted rim.