The global alcohol market has witnessed a noticeable shift over the past few decades — a move towards recognising women as a significant consumer base. From spirits and wines to beers and trendy canned cocktails, female drinkers have carved out a distinctive identity in the market, influencing how brands position themselves, visually and narratively. Yet, this article approaches the topic from an international lens, taking valuable lessons that brands — especially in places like the UAE where alcohol advertising is heavily restricted — can reinterpret for non-alcoholic counterparts. Whether you’re marketing kombucha, zero-proof spirits, or sparkling flavoured water, there’s plenty to learn from global trends in messaging and brand identity.
Understanding how alcohol ads market to women isn’t just an academic exercise — it has practical implications for UAE-based entrepreneurs, especially in food and beverage. That’s why it makes perfect sense to partner with Bird, your trusted Food & Beverage Digital Marketing Agency in UAE, to help you draw from global insights while remaining rooted in cultural sensitivity and local values.
Historical Overview of Alcohol Marketing to Women
Historically, alcohol advertisements targeted men almost exclusively. Ads in the mid-20th century painted the picture of a rugged, masculine lifestyle — think beer-drinking sports fans and whisky-sipping businessmen. Women were passive observers, rarely the intended audience.
This dynamic began to shift noticeably in the 1990s and early 2000s, as brands recognised the growing purchasing power of women and their influence in lifestyle trends. Campaigns started to reflect the values of independence, sophistication and empowerment. Alcohol became portrayed not just as a drink, but as part of a lifestyle choice — one that celebrated femininity, success, and social connection.
Key Strategies Used in Marketing Alcohol to Women
Lifestyle Branding and Aspirational Imagery
Brands sell more than beverages — they sell aspirations. Alcohol ads targeting women often showcase elegant dinner parties, spontaneous weekend adventures, and intimate moments with friends. These scenes are designed to resonate emotionally, reflecting the lifestyle many women aspire towards.
Colour Psychology and Design
- Use of softer hues like pastels (rosé pinks, gentle blues, mint greens)
- Minimalist packaging with gold or copper accents adds a premium, Instagram-worthy aesthetic
- Typography and bottle shapes are often more fluid, sleek or curved to appeal visually
Low-Calorie and Health-Conscious Options
Health is a major focus. Many female-targeted campaigns prioritise:
- Low-calorie labels prominently displayed
- Gluten-free, all-natural, or organic claims
- Buzzwords like “clean”, “light”, and “crafted”
Highlighting Social Connection
Many campaigns revolve around themes of friendship, bonding and celebration:
- “Girls’ night” and brunch-related campaigns
- Storytelling around relationships and moments, not just the drink itself
- Emphasis on belonging to a lifestyle club or tribe
Media Channels and Influencers
Dominant Platforms: Instagram, Pinterest & TikTok
These visually led platforms are perfect for alcohol brands catering to women. They allow marketers to showcase aesthetic appeal, narratives, and influencer-led content in ways that feel organic and relatable.
Collaborations With Female Influencers
Super-effective strategies involve:
- Pairing up with micro-influencers who resonate with niche audiences
- Letting influencers craft their own story using the product (as opposed to plain product demos)
- Leveraging user-generated content for authenticity
Event Sponsorships
Behind every stylish campaign, there’s often an experiential component:
- Support for fashion events, wellness retreats, and art installations
- Pop-up cocktail bars at women’s conferences
- Partnerships with yoga or fitness studios (for post-workout drinks or events)
Messaging and Tone
Empowerment Over Excess
Modern alcohol branding avoids the “drunk party girl” trope common in past advertising. Instead, the tone is often:
- Classy, confident and collected
- Focused on self-expression and self-confidence
- Inspirational rather than provocative
Story-led Campaigns
Rather than shouting the product benefits, successful brands are weaving narratives. Whether it’s a short film-style Instagram Reel or a behind-the-scenes vignette, compelling storytelling helps the product emotionally stick with the viewer.
Ethical and Social Considerations
There’s a fine line between empowerment and exploitation. Brands need to tread carefully, especially with younger female audiences. A few concerns include:
- Body image: Ads should avoid promoting unrealistic beauty standards or thinness tropes
- Responsible drinking: Campaigns must include messages around moderation, self-care and awareness
- Inclusivity: Representation matters — diversity in body types, ethnicities and lifestyles means better emotional connection
For marketers in Muslim-majority markets like the UAE, adapting ethical marketing practices is even more critical. Even when advertising soft drinks or non-alcoholic alternatives, messaging must remain respectful and align with local cultural norms.
Relevance for Non-Alcoholic Beverage Brands in the UAE
So, what can UAE-based soft drink, soda or energy drink brands learn from alcohol advertising campaigns? A lot, actually. Here’s how to apply those insights – responsibly and creatively:
Branding With Personality
- Use elegant, aspirational imagery that speaks to your target audience’s lifestyle
- Craft messaging that reflects empowerment, sophistication, wellness or creativity
- Use personas: busy mums, young professionals, fitness junkies, conscious consumers
Design Techniques
Borrow from successful alcohol campaigns with:
- Premium packaging even for budget-friendly products
- Consistent visual identity across digital platforms
- Interactive content on Instagram or TikTok, including DIY mocktail videos
Ethical Innovation
Break the monotony and be a trendsetter while staying compliant:
- Run female-led storytelling campaigns featuring real customers
- Sponsor health or cultural events that resonate with women
- Include calls-to-action that focus on health, hydration, or community bonding
Conclusion
Understanding how alcohol ads market to women is a masterclass in consumer psychology. It’s about speaking to emotion, identity and aspirations — not just selling a product. These lessons, when adapted tastefully and ethically, open up a world of opportunity for non-alcoholic beverage brands, especially in sensitive markets like the UAE.
If you’re ready to reimagine your beverage brand’s impact, it’s always wise to lean on the expertise of professionals who understand both global trends and local sensitivities. Join forces with Bird, your trusted Food & Beverage Digital Marketing Agency in UAE, to create campaigns that are bold, respectful, and beautifully effective.
