Women take ‘cues’ when ordering alcohol

Women are more likely to take “cues” from menus and drinks descriptions when ordering alcohol compared to men, new research has shown.

Women are likely to spend more on alcoholic beverages on-premise than last year

The Technomic report on women’s beverage purchases and preferences in the US showed menu descriptions and samples influence 39% and 32% of females respectively compared to 29% and 26% of the general population.

Furthermore, 30% of women are more likely to spend a larger amount of money on alcoholic drinks in on-premise venues compared to just 19% of the general population.

In addition, 42% of women tend to experiment with new alcoholic beverages instead of buying liquor for home consumption, but for the general population this figure stands at 35%.

“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,” said Donna Hood Crecca, senior director at Technomic, as reported by Media Post.

The report also reported female consumption of alcoholic beverags varied by location, age, income and ethnicity, with Caucasian women reportedly consuming fewer drinks per occasion, being less exploratory in the types of beers, wines and spirits they drink, and also being less likely to order straight spirits or shots compared to other ethnicities.