Are consumer cocktail choices gendered?

17th February, 2015 by Amy Hopkins

Ryan Chetiyawardana, owner, White Lyan and Dandelyan

Ryan-Chetiyawardana‘The reality of it is that there is no such thing as gender when it comes to drinks’

Gender stereotypes and cocktails is something I do not believe exists – it just doesn’t.

Admittedly, there are some aspects of the industry that project this preconception. In all honesty, it’s upsetting to still see brands try and market their products specifically towards women or create a ‘masculine’ spirit.

The reality of it is that there is no such thing as gender when it comes to drinks.

In previous years, brightly coloured drinks, floral garnishes and Martini glasses put off men. However, nowadays the knowledge among the general public of cocktail-drinking consumers has changed tremendously.

There are still a few stragglers still stuck in the 90s, but on the whole I don’t find the appearance of a drink to be an issue.

When I hear people talk about female palates, yes they exist – there are palates that belong to females. Women are certainly not put off by short, dark cocktails, with boozy, bitter flavours. If they opt for something long and fruity to drink it is simply a matter of taste preferences.

There is variance in every sector, but gender is not one I generalise across, or find a divide across. In so many other aspects of life, whether it’s music, sports, jobs, society is trying to erase such distinctions which cause divides.

The perception of some drinks being suitable for women, while others are more suitable for men is because some people are stuck with ridiculously outdated marketing notions, and some people are just ignorant.

To me, this gender projection is symptomatic around the issues in supplying alcohol. If your aim is to blanket sell as much as possible, you employ ridiculous generalisations. If you want to distribute a quality product that is based on taste, then base it on taste, which is spread throughout ages, demographics, cultures and genders.

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