She’s 60, she’s beautiful, and she’s wine. Therein,
according to a research report from BMO Capital markets, lies both the problem
and the opportunity for Canadian beer makers. Canadians are aging – which means
they drink more.
But they’re still not choosing beer, which has seen flat
sales, while wine sales have soared since 1995, BMO says. The biggest
opportunity for beer makers to grow is by seeking new customers among women and
aging Canadian drinkers. The reason is in the numbers, says the report: 80 per
cent of beer sales are made to men.
The women’s market, it says, is “relatively
untapped” and that’s a big opportunity for an industry with stagnant sales. Brewers
are already trying to attract more women with lighter beers, and with
beer-based drinks that incorporate the taste of liquors that have a strong
appeal to women.
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