She sees “pink, fluffy and sparkly” packaging, ads promoting wellness — most notably “low-calorie items” — and products positioned for any and all occasions. “Mother’s Day, Valentine’s Day,” Ms. Emslie said, “it’s piggybacking onto everything, even International Women’s Day.”The push for female consumers can even be seen in countries where women haven’t traditionally been part of a drinking culture. For the past few years, Bailey’s has held a Mother’s Day campaign in Nigeria, urging women to share the drink with their mothers. “Here, the love of your mother gets tied up with drinking together,” Ms. Emslie said, “and this, in a place where women haven’t historically drunk.”Part of the issue is that for many women, the reason for drinking alcohol goes deeper than having a buzz, Ms. Emslie explained. They define themselves by what they drink and how they drink it.

Source: International New York Times July 06, 2021 21:00 UTC