The survey found that:
1) Only one-third of women could recall any alcohol advertising, with beer ads being the most recalled.
2) When asked about advertising targeted specifically at women, 93% could not recall any.
3) Half of women felt neutral about whether alcohol brands understand and market well to women.
The survey examined Australian women's recall and perceptions of alcohol advertising across different categories like beer, spirits and cider. It found very low recall of advertising generally and almost no recall of ads targeted specifically at women. Most women felt neutral about whether brands understand women as consumers.
The document discusses how women are increasingly influential consumers, responsible for a large percentage of consumer spending globally. It provides several examples of brands that have successfully targeted female consumers by addressing their specific needs and interests, such as Harley Davidson creating women-focused riding programs and Old Spice marketing directly to women. The document advocates that brands should understand the differing concerns of male and female consumers in order to better appeal to women and unlock a significant untapped market opportunity.
The document discusses how women are increasingly influential consumers globally. It notes that women are responsible for nearly 4 times as much consumer spending as China and India combined, and control where over half of household and family finances are spent. As women's wealth and spending power rises, brands that acknowledge this shift and cater to women through their marketing, products, and customer experiences are seeing greater success. A number of examples are provided of brands that have adapted to better attract female customers and unlock new opportunities, such as Harley Davidson creating women-focused programs and Old Spice targeting its marketing towards women. The document advocates for brands to truly understand the differing needs and perspectives of women compared to men in order to develop products and messages that resonate.
Sara Jo Nixon, Ph.D.-
Member, RiverMend Health Scientific Advisory Board for Addiction & Psychiatry. Professor and co-Vice Chair , Director, Neurocognitive Laboratory, Department of Psychiatry, University of Florida
Dr. Nixon addresses the RiverMend Health Scientific Advisory Board on alcohol and its effect in women and treatment techniques for those seeking help.
For more information visit: http://www.rivermendhealth.com/scientific-advisory-board-addiction.html
The document discusses misconceptions about women and alcohol use. It notes that while research was initially focused on men, more recent decades of research have shown significant physiological, psychiatric, and social differences for women related to alcohol use. Women face unique risks such as a more rapid progression of alcohol use disorders and health consequences. Prevention and treatment need to address the stigma faced by women and be tailored to their specific needs.
This document discusses market segmentation strategies for different target markets. It identifies segments for high class females ages 25-40, young males ages 20-25 who enjoy prestige, high income males and females over 30 seeking fun and taste, middle/upper class males and females ages 20-30 focused on appearance and fun, ordinary males over 25 less concerned with image, and males and females over 20 who enjoy drinking socially. The professor thanks for the information on segmenting these various target demographics.
The document discusses market segmentation, targeting, and positioning strategies. It outlines several key points:
1) Market segmentation involves dividing the market into subgroups based on variables like geography, demographics, psychographics, and behavior. This allows companies to better target specific customer groups.
2) Common segmentation variables include geographic location, demographics like age and income, psychographic factors like lifestyle and personality, and behavioral factors like usage patterns and brand loyalty.
3) Effective segmentation defines groups that are measurable, accessible, substantial, differentiable, and actionable for companies to design tailored marketing programs. This allows companies to more precisely target customer segments.
Presentation on Bacardi alcohol beveragesShameel Kumar
The presentation outlines Bacardi Breezer's target market and marketing strategy. It will target single males aged 18-25 who enjoy social activities. Research found most drink alcohol and prefer mixed drinks. The strategy is to position Breezer as more socially acceptable than beer or spirits by emphasizing its variety of flavors and taste. Advertising will focus on TV, magazines, and billboards at universities, featuring celebrity DJs to endorse the product and sponsor club events.
The document discusses how women are increasingly influential consumers, responsible for a large percentage of consumer spending globally. It provides several examples of brands that have successfully targeted female consumers by addressing their specific needs and interests, such as Harley Davidson creating women-focused riding programs and Old Spice marketing directly to women. The document advocates that brands should understand the differing concerns of male and female consumers in order to better appeal to women and unlock a significant untapped market opportunity.
The document discusses how women are increasingly influential consumers globally. It notes that women are responsible for nearly 4 times as much consumer spending as China and India combined, and control where over half of household and family finances are spent. As women's wealth and spending power rises, brands that acknowledge this shift and cater to women through their marketing, products, and customer experiences are seeing greater success. A number of examples are provided of brands that have adapted to better attract female customers and unlock new opportunities, such as Harley Davidson creating women-focused programs and Old Spice targeting its marketing towards women. The document advocates for brands to truly understand the differing needs and perspectives of women compared to men in order to develop products and messages that resonate.
Sara Jo Nixon, Ph.D.-
Member, RiverMend Health Scientific Advisory Board for Addiction & Psychiatry. Professor and co-Vice Chair , Director, Neurocognitive Laboratory, Department of Psychiatry, University of Florida
Dr. Nixon addresses the RiverMend Health Scientific Advisory Board on alcohol and its effect in women and treatment techniques for those seeking help.
For more information visit: http://www.rivermendhealth.com/scientific-advisory-board-addiction.html
The document discusses misconceptions about women and alcohol use. It notes that while research was initially focused on men, more recent decades of research have shown significant physiological, psychiatric, and social differences for women related to alcohol use. Women face unique risks such as a more rapid progression of alcohol use disorders and health consequences. Prevention and treatment need to address the stigma faced by women and be tailored to their specific needs.
This document discusses market segmentation strategies for different target markets. It identifies segments for high class females ages 25-40, young males ages 20-25 who enjoy prestige, high income males and females over 30 seeking fun and taste, middle/upper class males and females ages 20-30 focused on appearance and fun, ordinary males over 25 less concerned with image, and males and females over 20 who enjoy drinking socially. The professor thanks for the information on segmenting these various target demographics.
The document discusses market segmentation, targeting, and positioning strategies. It outlines several key points:
1) Market segmentation involves dividing the market into subgroups based on variables like geography, demographics, psychographics, and behavior. This allows companies to better target specific customer groups.
2) Common segmentation variables include geographic location, demographics like age and income, psychographic factors like lifestyle and personality, and behavioral factors like usage patterns and brand loyalty.
3) Effective segmentation defines groups that are measurable, accessible, substantial, differentiable, and actionable for companies to design tailored marketing programs. This allows companies to more precisely target customer segments.
Presentation on Bacardi alcohol beveragesShameel Kumar
The presentation outlines Bacardi Breezer's target market and marketing strategy. It will target single males aged 18-25 who enjoy social activities. Research found most drink alcohol and prefer mixed drinks. The strategy is to position Breezer as more socially acceptable than beer or spirits by emphasizing its variety of flavors and taste. Advertising will focus on TV, magazines, and billboards at universities, featuring celebrity DJs to endorse the product and sponsor club events.
This webinar discusses how to better market wines by the glass to women customers. It notes that women are increasingly important to the wine industry but that many restaurants have not created specific programs to attract female wine drinkers. The webinar provides recommendations for how restaurants can better understand what women want, such as by offering a variety of wines, providing education, and focusing on community and shared experiences.
Over time, alcohol advertisements have increasingly objectified and sexualized depictions of women. In the 1950s-1960s, women occasionally appeared in ads and dressed conservatively. In the 1960s-1970s, women exposed more skin. In the 1970s-1980s, women were positioned submissively in front of men. By the 1990s-2000s, solo women showed more skin and were portrayed seductively, and women with men appeared more sexually. Today, women's bodies are mainly used to sell alcohol rather than the product itself.
The document discusses how women are increasingly influential consumers, responsible for a large share of household spending. It provides examples of brands that have successfully targeted women by addressing their specific needs and interests, such as Harley Davidson creating women-focused riding programs and Old Spice targeting its marketing towards women. The document suggests brands should seek to understand the differing concerns of male and female customers in order to develop products and marketing that appeals to women.
A group project and presentation that focused on Absolut Vodka. The results compared the brand\'s stated identity, the perceived brand image by consumers (through a focus group and survey), with analysis and recommendations based on the Customer Based Brand Equity Model (CBBE)
Creek bridge general_majid_haider_tea_consumption_uaeMajidHaider
Creek Bridge General Trading LLC is a Dubai-based trading company focused on foodstuff in the Middle East and Asia. The company conducted research on tea consumption in the United Arab Emirates. Their findings show that tea is widely consumed, with packet tea being more popular than tea bags. Lipton is the most popular and loyal tea brand. The research also identified key segments of UAE tea consumers based on demographics and behaviors.
Brit Vezina has developed a promotional campaign for Crystal Head Vodka to increase brand awareness and sales. The campaign builds on the mystery of the legendary Crystal Skulls and positions Crystal Head as "the 14th skull." Creative executions include packaging resembling a pre-Columbian temple to deliver vodka to bars, interactive coasters that reveal images of skulls when cold drinks are placed on them, and an outdoor ad bringing the excavation of skulls to life through an augmented reality app.
This document provides research findings and recommendations for a Mary Kay campaign targeting Millennial women. Key findings include: 1) Mary Kay is perceived as a brand for older women like mothers and grandmothers, not Millennials; 2) Millennials prefer to try products before buying and want individualized attention from consultants; 3) Digital communication is preferred over in-person interactions. The campaign will emphasize Mary Kay's confidence-building message and bring the brand experience directly to Millennials through mobile beauty buses and digital/social media outreach.
The document summarizes key findings from a research study on social media and wine consumers. Some of the main findings include:
- Integrated social media marketing strategies are gaining importance for wine brands, particularly for targeting younger, high-involvement consumers.
- Opinion leaders on social media can influence larger audiences, so engaging these influential users is important.
- Traditional print advertising is being used less and American consumers highly value online word-of-mouth and information searching.
The study analyzed survey responses from over 500 wine consumers, mostly American males aged 36-45, to understand their social media usage, purchasing behaviors, and how social influences affect their wine choices.
This document summarizes a presentation about anti-aging trends among 40-something women. It discusses how women in their 40s are embracing anti-aging products and procedures to look and feel younger. Key points include:
- 40-something women are a large demographic that is active, educated and open to new anti-aging technologies. They want to look as young as possible for as long as possible.
- Celebrities in their 40s appear ageless and inspire women to emulate their youthful appearance.
- These women are using various anti-aging skincare products and procedures like peels and laser treatments but are wary of surgery.
- The anti-aging market is large and growing,
The document summarizes the results of a survey of 18 high school seniors about their alcohol consumption habits. The key findings were that 94% have consumed alcohol, 61% drink once a month or less, 40% consume 10 or more drinks when drinking, and 56% drink to get drunk rather than as a social drinker. A separate poll found that 28% of Americans aged 12-20 had consumed alcohol in the last month, with 18% binge drinking and 6% being heavy drinkers.
Liquor industry summer training report with questionnairNitin Jaiswal
The document contains a 15 question survey about alcohol consumption habits and preferences among students in Gorakhpur, India. Key findings from the survey include: over half of respondents were ages 18-25, most were male, over half consumed alcohol on special occasions or weekends only, whisky was the most popular alcohol type, and wine consumption was split evenly between consumers and non-consumers. The majority of students started drinking due to curiosity or because they felt like it rather than peer pressure.
Mary Kay conducted research on Millennials' perceptions of the Mary Kay brand and cosmetics purchasing habits, finding high awareness but an perception as being for older women; the research showed Millennials prefer to try products before buying and value personalized attention from consultants; therefore, the proposed strategy is to change Mary Kay's image to one of confidence and empowerment through a digital and social media campaign emphasizing the brand empowers women.
2019 Wineworld Xplorer HK Wine Consumer and Market Evolution Survey InsightsWineworld Xplorer
The survey of 551 regular wine drinkers in Hong Kong found that the majority were male aged 36-55 who consume wine weekly. Red wine was the most popular style while French and Italian wines were most consumed. Respondents preferred collecting wines from Bordeaux and Burgundy to drink within 5 years and cited rarity, ageability and returns as important attributes of collectible wines. Social media platform preferences for sharing wine notes were led by Facebook and Vivino. The survey provided insights into consumption trends and preferences to help platforms like WineWorld Xplorer adapt services to consumers' evolving interests.
Dr Jean Long of the Health Research Board speaks about alcohol trends and public attitudes at Alcohol Action Ireland's conference "Time Please... For Change".
The survey of 410 Australian women found that:
- 75% of women conduct equal or more research than their partner when choosing a family car. However, 90% of women are involved in the final purchase decision.
- 53% of women feel car advertising is neutral at understanding them, and only 10% believe it understands them well.
- Toyota is the most popular brand choice, with 20% of women listing it first, but 14% also listed it as their least favorite brand.
The document summarizes the results of a survey of 18 high school seniors about their alcohol consumption habits. The key findings were that 94% have consumed alcohol, 61% drink once a month or less while 22% drink 5 or more times a month, and 40% consume 10 or more drinks at a time. 56% drink to get drunk while 39% are social drinkers. The document also cites a national poll that found 28% of Americans aged 12-20 drank in the last month, with 18% binge drinking and 6% being heavy drinkers.
The document summarizes the results of a questionnaire about chocolate preferences. It shows that the target audience for a documentary about chocolate includes both males and females aged 16-40 who prefer to watch ITV2 and Channel 4. Most respondents said they like documentaries, prefer milk chocolate brands like Cadbury, and spend around £20 per week on chocolate from supermarkets. The documentary will focus on mainstream chocolate flavors like milk chocolate and include music from songs associated with chocolate.
This document summarizes the key findings of an online survey conducted in Vietnam from September 7-10, 2015 regarding shower gel usage. The survey included 1915 respondents and found that 89% of females and 57% of males use shower gel for bathing. Dove and Lifebuoy were the top well-known brands, with TV ads and point-of-sale displays being the main sources of brand awareness. Enchanteur, Dove and Lifebuoy were found to have the highest market shares, while Provence had the highest customer satisfaction and Palmolive the highest loyalty rate. Long-lasting fragrance was the top reason for brand choice.
The Ipsos - AI - Monitor 2024 Report.pdfSocial Samosa
According to Ipsos AI Monitor's 2024 report, 65% Indians said that products and services using AI have profoundly changed their daily life in the past 3-5 years.
This webinar discusses how to better market wines by the glass to women customers. It notes that women are increasingly important to the wine industry but that many restaurants have not created specific programs to attract female wine drinkers. The webinar provides recommendations for how restaurants can better understand what women want, such as by offering a variety of wines, providing education, and focusing on community and shared experiences.
Over time, alcohol advertisements have increasingly objectified and sexualized depictions of women. In the 1950s-1960s, women occasionally appeared in ads and dressed conservatively. In the 1960s-1970s, women exposed more skin. In the 1970s-1980s, women were positioned submissively in front of men. By the 1990s-2000s, solo women showed more skin and were portrayed seductively, and women with men appeared more sexually. Today, women's bodies are mainly used to sell alcohol rather than the product itself.
The document discusses how women are increasingly influential consumers, responsible for a large share of household spending. It provides examples of brands that have successfully targeted women by addressing their specific needs and interests, such as Harley Davidson creating women-focused riding programs and Old Spice targeting its marketing towards women. The document suggests brands should seek to understand the differing concerns of male and female customers in order to develop products and marketing that appeals to women.
A group project and presentation that focused on Absolut Vodka. The results compared the brand\'s stated identity, the perceived brand image by consumers (through a focus group and survey), with analysis and recommendations based on the Customer Based Brand Equity Model (CBBE)
Creek bridge general_majid_haider_tea_consumption_uaeMajidHaider
Creek Bridge General Trading LLC is a Dubai-based trading company focused on foodstuff in the Middle East and Asia. The company conducted research on tea consumption in the United Arab Emirates. Their findings show that tea is widely consumed, with packet tea being more popular than tea bags. Lipton is the most popular and loyal tea brand. The research also identified key segments of UAE tea consumers based on demographics and behaviors.
Brit Vezina has developed a promotional campaign for Crystal Head Vodka to increase brand awareness and sales. The campaign builds on the mystery of the legendary Crystal Skulls and positions Crystal Head as "the 14th skull." Creative executions include packaging resembling a pre-Columbian temple to deliver vodka to bars, interactive coasters that reveal images of skulls when cold drinks are placed on them, and an outdoor ad bringing the excavation of skulls to life through an augmented reality app.
This document provides research findings and recommendations for a Mary Kay campaign targeting Millennial women. Key findings include: 1) Mary Kay is perceived as a brand for older women like mothers and grandmothers, not Millennials; 2) Millennials prefer to try products before buying and want individualized attention from consultants; 3) Digital communication is preferred over in-person interactions. The campaign will emphasize Mary Kay's confidence-building message and bring the brand experience directly to Millennials through mobile beauty buses and digital/social media outreach.
The document summarizes key findings from a research study on social media and wine consumers. Some of the main findings include:
- Integrated social media marketing strategies are gaining importance for wine brands, particularly for targeting younger, high-involvement consumers.
- Opinion leaders on social media can influence larger audiences, so engaging these influential users is important.
- Traditional print advertising is being used less and American consumers highly value online word-of-mouth and information searching.
The study analyzed survey responses from over 500 wine consumers, mostly American males aged 36-45, to understand their social media usage, purchasing behaviors, and how social influences affect their wine choices.
This document summarizes a presentation about anti-aging trends among 40-something women. It discusses how women in their 40s are embracing anti-aging products and procedures to look and feel younger. Key points include:
- 40-something women are a large demographic that is active, educated and open to new anti-aging technologies. They want to look as young as possible for as long as possible.
- Celebrities in their 40s appear ageless and inspire women to emulate their youthful appearance.
- These women are using various anti-aging skincare products and procedures like peels and laser treatments but are wary of surgery.
- The anti-aging market is large and growing,
The document summarizes the results of a survey of 18 high school seniors about their alcohol consumption habits. The key findings were that 94% have consumed alcohol, 61% drink once a month or less, 40% consume 10 or more drinks when drinking, and 56% drink to get drunk rather than as a social drinker. A separate poll found that 28% of Americans aged 12-20 had consumed alcohol in the last month, with 18% binge drinking and 6% being heavy drinkers.
Liquor industry summer training report with questionnairNitin Jaiswal
The document contains a 15 question survey about alcohol consumption habits and preferences among students in Gorakhpur, India. Key findings from the survey include: over half of respondents were ages 18-25, most were male, over half consumed alcohol on special occasions or weekends only, whisky was the most popular alcohol type, and wine consumption was split evenly between consumers and non-consumers. The majority of students started drinking due to curiosity or because they felt like it rather than peer pressure.
Mary Kay conducted research on Millennials' perceptions of the Mary Kay brand and cosmetics purchasing habits, finding high awareness but an perception as being for older women; the research showed Millennials prefer to try products before buying and value personalized attention from consultants; therefore, the proposed strategy is to change Mary Kay's image to one of confidence and empowerment through a digital and social media campaign emphasizing the brand empowers women.
2019 Wineworld Xplorer HK Wine Consumer and Market Evolution Survey InsightsWineworld Xplorer
The survey of 551 regular wine drinkers in Hong Kong found that the majority were male aged 36-55 who consume wine weekly. Red wine was the most popular style while French and Italian wines were most consumed. Respondents preferred collecting wines from Bordeaux and Burgundy to drink within 5 years and cited rarity, ageability and returns as important attributes of collectible wines. Social media platform preferences for sharing wine notes were led by Facebook and Vivino. The survey provided insights into consumption trends and preferences to help platforms like WineWorld Xplorer adapt services to consumers' evolving interests.
Dr Jean Long of the Health Research Board speaks about alcohol trends and public attitudes at Alcohol Action Ireland's conference "Time Please... For Change".
The survey of 410 Australian women found that:
- 75% of women conduct equal or more research than their partner when choosing a family car. However, 90% of women are involved in the final purchase decision.
- 53% of women feel car advertising is neutral at understanding them, and only 10% believe it understands them well.
- Toyota is the most popular brand choice, with 20% of women listing it first, but 14% also listed it as their least favorite brand.
The document summarizes the results of a survey of 18 high school seniors about their alcohol consumption habits. The key findings were that 94% have consumed alcohol, 61% drink once a month or less while 22% drink 5 or more times a month, and 40% consume 10 or more drinks at a time. 56% drink to get drunk while 39% are social drinkers. The document also cites a national poll that found 28% of Americans aged 12-20 drank in the last month, with 18% binge drinking and 6% being heavy drinkers.
The document summarizes the results of a questionnaire about chocolate preferences. It shows that the target audience for a documentary about chocolate includes both males and females aged 16-40 who prefer to watch ITV2 and Channel 4. Most respondents said they like documentaries, prefer milk chocolate brands like Cadbury, and spend around £20 per week on chocolate from supermarkets. The documentary will focus on mainstream chocolate flavors like milk chocolate and include music from songs associated with chocolate.
This document summarizes the key findings of an online survey conducted in Vietnam from September 7-10, 2015 regarding shower gel usage. The survey included 1915 respondents and found that 89% of females and 57% of males use shower gel for bathing. Dove and Lifebuoy were the top well-known brands, with TV ads and point-of-sale displays being the main sources of brand awareness. Enchanteur, Dove and Lifebuoy were found to have the highest market shares, while Provence had the highest customer satisfaction and Palmolive the highest loyalty rate. Long-lasting fragrance was the top reason for brand choice.
The Ipsos - AI - Monitor 2024 Report.pdfSocial Samosa
According to Ipsos AI Monitor's 2024 report, 65% Indians said that products and services using AI have profoundly changed their daily life in the past 3-5 years.
Codeless Generative AI Pipelines
(GenAI with Milvus)
https://ml.dssconf.pl/user.html#!/lecture/DSSML24-041a/rate
Discover the potential of real-time streaming in the context of GenAI as we delve into the intricacies of Apache NiFi and its capabilities. Learn how this tool can significantly simplify the data engineering workflow for GenAI applications, allowing you to focus on the creative aspects rather than the technical complexities. I will guide you through practical examples and use cases, showing the impact of automation on prompt building. From data ingestion to transformation and delivery, witness how Apache NiFi streamlines the entire pipeline, ensuring a smooth and hassle-free experience.
Timothy Spann
https://www.youtube.com/@FLaNK-Stack
https://medium.com/@tspann
https://www.datainmotion.dev/
milvus, unstructured data, vector database, zilliz, cloud, vectors, python, deep learning, generative ai, genai, nifi, kafka, flink, streaming, iot, edge
ViewShift: Hassle-free Dynamic Policy Enforcement for Every Data LakeWalaa Eldin Moustafa
Dynamic policy enforcement is becoming an increasingly important topic in today’s world where data privacy and compliance is a top priority for companies, individuals, and regulators alike. In these slides, we discuss how LinkedIn implements a powerful dynamic policy enforcement engine, called ViewShift, and integrates it within its data lake. We show the query engine architecture and how catalog implementations can automatically route table resolutions to compliance-enforcing SQL views. Such views have a set of very interesting properties: (1) They are auto-generated from declarative data annotations. (2) They respect user-level consent and preferences (3) They are context-aware, encoding a different set of transformations for different use cases (4) They are portable; while the SQL logic is only implemented in one SQL dialect, it is accessible in all engines.
#SQL #Views #Privacy #Compliance #DataLake
"Financial Odyssey: Navigating Past Performance Through Diverse Analytical Lens"sameer shah
Embark on a captivating financial journey with 'Financial Odyssey,' our hackathon project. Delve deep into the past performance of two companies as we employ an array of financial statement analysis techniques. From ratio analysis to trend analysis, uncover insights crucial for informed decision-making in the dynamic world of finance."
4th Modern Marketing Reckoner by MMA Global India & Group M: 60+ experts on W...Social Samosa
The Modern Marketing Reckoner (MMR) is a comprehensive resource packed with POVs from 60+ industry leaders on how AI is transforming the 4 key pillars of marketing – product, place, price and promotions.
2. ABOUT THE SURVEY 3
ALCOHOL ADVERTISING RECALL AMONGST WOMEN 4
BEER ADVERTISING 6
SPIRIT ADVERTISING 9
CIDER ADVERTISING 10
WINE ADVERTISING 11
ALCOHOL BRANDS’ ENGAGEMENT OF WOMEN 12
INFLUENCERS WHEN IT COMES TO PURCHASING 17
INDENTIFYING WITH ALCOHOL BRANDS 19
CONTENTS
3. 3
21–25 yrs
10%
26–30 yrs
22%
31–35 yrs
23%
36–40 yrs
24%
41–46 yrs
21%
Note: No participants were located
in the Northern Territory.
ACT
1%
NSW
32%
VIC
30%
QLD
14%
SA
10%
WA
10%
TAS
3%
Hello I’m Venus commissioned a survey of women to determine their perceptions and
buying behaviours towards alcohol brands in Australia.
The survey was conducted online from 25 to 28 February, 2014 using the Pureprofile
consumer research panel.
A total of 402 women between the ages of 21 and 45 years participated in the survey.
There was an even representation of age segments 26–45 years, with a lesser
representation from the 21–25 years segment in this study.
The majority of respondents were located in New South Wales (32%) and Victoria
(30%) and a total of 76% of respondents resided in the eastern states of Australia.
Ten per cent of respondents were located in South Australia; ten per cent in Western
Australia and the residual four per cent were located in the Territories and Tasmania.
In addition to these segmentation parameters, respondents were also required to have
consumed alcohol in the past twelve months.
ABOUT
THESURVEY
helloimvenus.com/#venuslabn=402
4. 4
The current survey confirms the popular view that alcohol
advertising is heavily targeted to men.
The initial recall of advertising was low, with only one-in-three
women clearly recalling any advertising for an alcohol brand.
COULD NOT RECALL ANY ALCOHOL ADVERTISING.
68%
helloimvenus.com/#venuslab
Alcohol advertising recall
amongst women
n=410
Question: Can you recall any advertising for alcohol brands or products (including all popular
beer, wine, spirits, etc.)?
5. 5
Of the women who recalled an advert, 54% recalled a beer advertisement;
a category traditionally targeting male consumers.
The next highest recalled category was spirits (20%) followed equally by
wine and cider (13%).
Women that were most likely to recall alcohol advertising were those 31–35
years and 41–45 years, or women living on the eastern coast of Australia.
Women 21 to 25 years were least likely to recall any alcohol advertising
(74%) as were those living in Western Australia (79%).
BEER
54%
SPIRITS
20%
WINE
13%
CIDER
13%
Alcohol advertising recall
amongst women
n=410
Question: Can you recall any advertising for alcohol brands or products (including all popular beer, wine, spirits, etc.)?
helloimvenus.com/#venuslab
6. 6
Beer advertising
Of those women who reportedly recalled alcohol advertising, over
half recalled a beer ad. However of these women, one-in-three
couldn’t recall the brand responsible for the advertisement.
I can’t remember what brand of beer it was
but it was about doing something good for
your mouth (as opposed to lying that you loved
someone). I remember it because the mouth
jumped off the person’s face and that really
grossed me out. I wish I could forget the ad.
Of the 75% of women who could clearly recall the beer brand
responsible, one-in-five recalled a Carlton beer ad followed
by VB (16%) and Tooheys (8%).
Where the brand was recalled, the story or scenario could vividly
be recounted, confirming Venus’ belief that storytelling is one
of the most powerful means to gain the attention of women.
helloimvenus.com/#venuslab
“
“
The Carlton beer ad where couples are on holiday,
guys all run into each other at the resort and
pretend it was a coincidence – hilarious!
“ “
8. 8
The one beer product in this category that is heavily targeted
to females — low kilojoule beer, received limited recall and
in each case the ad provoked a negative emotional response.
Beer advertising
Pure Blonde ad ‘cause it was sort of sexist
so sticks in my mind.
Pure Blonde
3%
Can’t recall
brand name
25%
Carlton
23%
VB
19%
Toohey’s
13%
Imported
brands
17%
helloimvenus.com/#venuslab
n=126
Question: Can you recall any advertising for beer brands or products?
“
“
9. 9
One-in-five women recalled advertisements for a spirit product,
of which a third recalled a vodka ad — Smirnoff being the only
vodka brand recalled.
Spirit advertising
92%
helloimvenus.com/#venuslab
COULD NOT RECALL BRANDS RESPONSIBLE
FOR VODKA ADVERTISING.
10. 10
Of the women who recalled cider advertising, 60% recalled the 5 Seeds ad. Interestingly,
this was also the only cider brand identified as advertising to women.
29% of these women could not recall the cider brand responsible, and 18% recalled
Rekorderlig — but none of the women surveyed felt this brand was advertising to them.
Cider advertising
This category — traditionally targeting women — had no immediate recall. This demonstrates
a significant inability for alcohol brands to develop advertising campaigns that have a lasting
impression on women. It was only when respondents were prompted to recall advertising for
a female-focused alcohol brand that this category was represented (albeit marginally).
Premix drinks advertising
helloimvenus.com/#venuslab
“5 Seeds Cider grabbed my attention,
was the two guys dressed as girls riding
the bike and the music.
“
11. 11
Considered the other female-friendly alcohol category,
wine brands are doing a better job at creating a lasting
impression on women.
This was also the only category where women recalled
below-the-line advertising channels including in store,
online and in app.
Wine advertising
helloimvenus.com/#venuslab
Banrock Station ads on Spotify.
Have just heard it lots... you can get
a design on a tote bag or something.
The Arrogant Frog wine ads
in Dan Murphy’s.
“ “
“
“
12. 12
When asked to recall any alcohol advertising
targeting women, a staggering yet unsurprising
93% of women couldn’t recall anything.
7%
Alcohol brands’
engagement of women
n=402
Question: Do you recall any advertising for female-focused alcohol brands?
helloimvenus.com/#venuslab
RECALL FEMALE-FOCUSED ALCOHOL BRANDS.
13. 13
Wine46%
Beer14%
Spirits18%
Mixeddrinks4%
Cider18%
n=31
Of the 7% of women who could recall alcohol
advertising for female-focused alcohol brands,
the highest recalled category was wine (46%)
and the highest recalled wine brand was
Jacob’s Creek (19%).
This was followed equally by spirits and cider
(both at 18%).
Alcohol brands’
engagement of women
n=402
Question: Do you recall any advertising for female-focused alcohol brands?
helloimvenus.com/#venuslab
14. 14
Norecall33%
Toohey’sExtraDry7%
Cosmo
Smirnoff
4%
7%
Jacob’sCreek4%
Peroni4%
Chandon
BlackLabel
4%
4%
DeBortoli4%
PureBlonde7%
WolfBlass
VodkaCruiser
4%
4%
Lindeman’s4%
BanrockStation
5Seeds
3%
7%
WINE BEER SPIRITS CIDER
Alcohol brands’
engagement of women
Interestingly, a mere 4% of women recalled
pre-mixed drinks, a category largely targeting
younger women.
The women aged 31 to 35 years were most likely
to recall advertising for female-focused alcohol
brands. Women in Western Australia had the highest
recall for alcohol advertising targeting women,
with one-in-ten positively recalling advertisements
targeting them.
Interestingly, in this small response group, brand
recall was high, with two-thirds recalling the brand
responsible for the advertisement.
n=31 helloimvenus.com/#venuslab
n=402
Question: Do you recall any advertising for female-focused alcohol brands?
Chandon NV ads try to make
the brand look feminine (pink)
and seductive (e.g. close-up
of low back on dress).
“ “
15. 15
Half of the women surveyed felt neutral towards whether alcohol brands
do a good job of understanding and marketing to women.
Women aged 26–30 years were most likely to agree that advertisers
were understanding how to market to her, however women 31–35 years
were the least likely to agree, and older women were most likely to be
ambivalent (feeling neutral).
Alcohol brands’
engagement of women
Strongly agree
5%
Somewhat agree
28%
Somewhat disagree
13%
Neutral
50%
Strongly
disagree
3%
n=402
Question: Do you think alcohol brands do a good job of understanding and marketing to you?
helloimvenus.com/#venuslab
16. 16
AGE LOCATION
21–25
years
26–30
years
31–35
years
36–40
years
41–45
years NSW VIC QLD SA WA NT TAS
Strongly agree 5.13% 5.49% 8.70% 3.13% 3.57% 3.10% 7.38% 1.82% 0.00% 5.26% 100.00% 0.00%
Somewhat agree 28.21% 37.36% 30.43% 26.04% 19.05% 19.38% 28.69% 25.45% 23.08% 10.53% 0.00% 0.00%
Neutral 48.72% 41.76% 39.13% 60.42% 59.52% 63.57% 57.38% 65.45% 64.10% 73.68% 0.00% 40.00%
Somewhat disagree 12.82% 10.99% 19.57% 8.33% 13.10% 9.30% 4.92% 5.45% 12.82% 10.53% 0.00% 40.00%
Strongly disagree 5.13% 4.40% 2.17% 2.08% 4.76% 1.55% 1.64% 1.82% 0.00% 0.00% 0.00% 20.00%
n=402 Question: Do you think alcohol brands do a good job of understanding and marketing to you?
Alcohol brands’ engagement of women
Women in Western Australia were the most likely to feel that alcohol brands understand and market to women despite this region
having the lowest alcohol brand advertising recall rate. This indicates that women in Western Australia feel a positive response
towards alcohol advertising yet not a strong, long lasting connection.
Women in Victoria have the second-highest alcohol advertising recall rate (32%), however they were the most likely to feel that
alcohol brands are failing to connect.
helloimvenus.com/#venuslab
17. 17
The findings on top influencers when it comes to trying new products, firmly
confirms Venus’ understanding of women. 63% of women reported they are
most influenced by those around her; friends (27%), partners (22%) and family
(14%). This aligns with Venus Lab’s previous findings, that word-of-mouth is the
most valuable influencer when marketing to women.
In line with previous Venus Lab research, price is number three or four in the top
four determinants when it comes to purchasing a new product/s. This conforms
with the cultural behaviour of women being responsible for the household budget
and trying to extend every dollar as far as possible.
Influencers when it comes
to purchasing
Friends
27%
Family
14%
Other
6%
Price
13%
Reviews
3%
In-store promotion
8%
Restaurant/bar
3%
Advertising
4%
Partner
22%
n=402
Question: What or who influences you to try new or different alcohol products or brands?
helloimvenus.com/#venuslab
18. 18
helloimvenus.com/#venuslab
1 2 3 4 5 6 7 8 9
Family 14.18% 14.93% 18.91% 11.94% 9.95% 9.20% 7.96% 8.21% 4.73%
Friends 26.87% 26.37% 16.42% 9.95% 9.95% 2.99% 3.73% 3.23% 0.50%
Partner 21.89% 18.41% 11.94% 6.22% 10.45% 7.21% 6.22% 7.96% 9.70%
Advertising 3.73% 6.97% 9.20% 12.19% 11.69% 15.92% 17.41% 17.66% 5.22%
Restaurant/bar 2.74% 7.21% 7.96% 15.42% 15.67% 15.92% 18.41% 14.18% 2.49%
In-store promotion 8.71% 7.46% 14.68% 14.18% 18.16% 16.42% 11.94% 6.22% 2.24%
Reviews 2.74% 4.98% 7.21% 9.45% 10.45% 16.17% 20.90% 25.87% 2.24%
Price 13.43% 11.69% 11.94% 17.41% 12.19% 12.94% 9.20% 9.20% 1.99%
Other 5.72% 1.99% 1.74% 3.23% 1.49% 3.23% 4.23% 7.46% 70.90%
n=402 What or who influences you to try new or different alcohol products or brands? Please rank 1–9 (1 most influential, 9 least influential)
Influencers when it comes to purchasing
Product reviews and sampling in restaurants and bars were the least likely channels of influence when
it came to women trying something new or different.
19. 19
Nearly one-in-five women indicated that they felt somewhat less comfortable
identifying with alcohol brands than men. This is perhaps a hang-over from past
social attitudes associated with women and alcohol.
Younger women, aged 21–30 years, represented the greatest number of women
who felt this way. However, they also represent the group that felt more comfortable
with being identified with alcohol brands in general — exposing a split in perception
and attitudes amongst this segment.
When it comes to identifying more or less with alcohol brands, the vast majority
of women felt neutral. 62% have a passive mindset around identifying themselves
with alcohol brands, this suggests a movement in women feeling emotionally devoid
when it comes to being identified with alcohol brands.
Perception of comfort in identifying
with alcohol brands
Much more
comfortable
2%
Somewhat more
comfortable
8%
Much less
comfortable
4%
Somewhat less
comfortable
24%
Neutral
62%
helloimvenus.com/#venuslab
n=402 Question: Do you think women are generally more or less comfortable
identifying with alcohol brands than men?
20. 20
AGE LOCATION
21–25
years
26–30
years
31–35
years
36–40
years
41–45
years NSW VIC QLD SA WA TAS NT ACT
Much less comfortable 7.69% 5.49% 5.43% 1.04% 4.76% 3.10% 7.38% 1.82% 0.00% 5.26% 12.50% 100% 0.00%
Somewhat less comfortable 30.77% 27.47% 23.91% 17.71% 22.62% 19.38% 28.69% 25.45% 23.08% 10.53% 50.00% 0.00% 0.00%
Neutral 48.72% 54.95% 60.87% 73.96% 65.48% 63.57% 57.38% 65.45% 64.10% 73.68% 37.50% 0.00% 40.00%
Somewhat more comfortable 12.82% 10.99% 7.61% 5.21% 5.95% 9.30% 4.92% 5.45% 12.82% 10.53% 0.00% 0.00% 40.00%
Much more comfortable 0.00% 1.10% 2.17% 2.08% 1.19% 1.55% 1.64% 1.82% 0.00% 0.00% 0.00% 0.00% 20.00%
Perception of comfort in identifying with alcohol brands
n=402 Question: Do you think women are generally more or less comfortable identifying with alcohol brands than men?
helloimvenus.com/#venuslab