ATTITUDES OF WOMEN TOWARDS ALCOHOL ADVERTISING.

1. helloimvenus.com/#venuslab
Attitudes of women towards
alcohol advertising

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!
“ “

7. 7
Beer advertising
Justbeer31%
SummerBright3%
Corona5%
VB16%
PureBlonde2%
Tooheys8%
Carlton18%
Boags7%
Peroni5%
Heineken3%
Cascade2%
n=126
Question: Can you recall any advertising for alcohol brands or products (including all popular beer, wine, spirits, etc.)?

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%
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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
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“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?
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18. 18
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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?
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© This research study remains the intellectual property
of Hello I’m Venus and Pureprofile.