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Recruiting new drinkers – from Bangor to Brazil

Like any sensible business, the alcohol industry wants to sells more of its stuff to more people. Here, we’ll be having a little look at just who the big drinks companies would like to see buying more booze.


In the past, women generally haven’t drunk as much as men, but all that’s changing. According to Molson Coors, “women are an essential part of future growth for the beer industry.” Halewood Internationl claim that Lambrini “stands for everything that is fun, fabulous and female”, whilst Beam Suntory insist that “it’s a woman’s world out there, and it’s time to Drink Like a Lady”.

Young people

“We do not and will not target our marketing to anyone under the legal drinking age,” say SAB Miller. On the other hand, when creating new drinks they say that “people have grown up on Pepsi and Coke, so the younger generation have a much sweeter palate. We are playing to that.”

Ethnic minorities

Marketing aimed at particular ethnic groups is still on the fringes here, but over in the USA it’s big business. Heineken insist that their beer is “what’s next in Latin music and culture”, whilst Molson Coors actively target Latino men in their 20s because they drink 20% more beer than other men of the same age.

The Developing World

For the alcohol industry, here’s the biggest prize of all. Billions of people, often in countries with little tradition of drinking. It’s a world of would-be customers waiting to be persuaded! It’s hardly surprising that drinks company Diageo say that “Africa remains the key opportunity for growing our outstanding beer business, and expanding spirits”, nor that SAB Miller boast that they have beers cheap enough for the slum dwellers of Peru, and posh enough for the young professionals of Bogotá. 

 What else is the alcohol industry up to?

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