We always knew who wore the pants in the relationship, and now alcohol producers and entrepreneurs have come to the same realization. As a result, they are finally trying to deliver what they think women want.
According to recent articles in the Chicago Tribune and the Los Angeles Times, women are closing the drinking gap, consuming more alcohol at restaurants and making most of the purchasing decisions for home.
Last week, Deerfield-based Beam Global Spirits & Wine, a unit of Fortune Brands, announced that it acquired Skinnygirl Margarita, a low-calorie, ready-to-drink cocktail sweetened with agave syrup.
“Women tend to be smarter customers in general,” said Michael Binstein, owner of Binny’s Beverage Depot. “They understand value, and they’re adventurous in terms of what they like to try and experiment with.”
Adult Chocolate Milk–a sweet, vodka-infused drink–and another fast-selling product, said Binstein, is developed by Tracy Reinhardt and Nikki Halbur in a home kitchen and sold in 28 states.
“The fact of the matter is that women in this country constitute the majority of vodka consumers, and they’ve been ignored,” said Adam Kamenstein, chief executive of privately-held Voli Spirits LLC, which a year ago rolled out Voli Light vodkas with the tagline “stay sexy.”
So, who chooses what alcohol to buy in your world?