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Global alcoholic drinks market focuses on targeted consumer segments

on 09/11/10 at 1:38 pm


The issues associated with the alcohol drinks market can be viewed as a single threat and a single opportunity. The decline of alcoholic drink consumption in the developed markets has been viewed as a major threat to the alcoholic drinks market. However, a single opportunity has arisen for the alcoholic drinks market as the number of alcoholic drinks being consumed has increased among the middle classes.

Dealing with both issues will require smart consumer segmentations. Smart consumer segmentations have been used by the alcoholic drinks companies to enhance the targeting and take-up of their alcoholic products.  Alcoholic drinks companies also hope to find common elements between segments that will assist with the development of mass global markets.

Marketers hoping to benefit from these trends are now focused on specific consumer segments, as they hope premiumization strategies will help boost the value of sales.

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