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Liquor Companies Target Women

  • BBC, Sunday, September 27, 2020 10:17 AM
The alcohol industry has turned its attention to female buyers.“In the case of alcohol, say experts, marketing often links drinking to perceptions of what women are seeking; friendship, relaxation and empowerment,” per the BBC. Companies are using empowerment as a form of market segmentation: if only women had the right alcohol drinks, "they could achieve anything," says Anathansia Daskalopoulou, a lecturer in marketing at the University of Liverpool Management School.

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