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Campaigns which use women’s empowerment for branding purposes are positive beginnings for the Indian advertising industry. Stereotypical gender notions where pink is for girls and blue is for boys are passé, as gender roles are getting blurred. Nowadays creatives in advertising are kept quite gender neutral to appeal to women audience, opines Kiran Patil, Director, Sales & Marketing, Vintage Wines Pvt. Ltd.

When it comes to addressing the rise of ‘she-conomy’ in the alcobev industry, a lot is happening. The female consumer is increasingly seen as a growth market for brands, even for those industries which offer traditionally male-oriented products such as automobiles, sports, technology, and alcohol beverages.

“There has been a trend among bars to create more mixed drinks, which are made with simple gin or vodka-based mixes, which fall in between straight spirits and very complex cocktails. Women do not tend to purchase a very strong drink, since many of them prefer drinks with lower alcohol content,” says Kiran Patil.

For women, she goes on to say that the experience is just as important as the product/s. Unisex environments are being created in the realm of alcoholic beverages through experiential marketing such as promotions, events in bars, appreciation sessions, music nights and dance parties.

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