Focus on Women + Alcohol
Published 06 August 2025
When it comes to alcohol consumption, premium spirits appeal to a growing cohort of women across emerging markets, whereas heavier beers and stouts are striking a chord with younger women in Europe. Meanwhile, striving to better serve and represent women, brands are finding ways to celebrate and champion them as alcohol producers and tastemakers.
What Are Women Drinking?
Uplifting Women Producers
Women at the Bar
In 2025, women are buying more higher-quality spirits in the whisky and tequila categories, particularly in markets such as India and South Africa – read Whisky 25/26: Sector Outlook for more. Categories like beer, however, have taken a hit in recent times, as many women continue to be turned off by its male-centric image and (relatively) high calorie content.
In 2025, women are buying more higher-quality spirits in the whisky and tequila categories, particularly in markets such as India and South Africa – read Whisky 25/26: Sector Outlook for more. Categories like beer, however, have taken a hit in recent times, as many women continue to be turned off by its male-centric image and (relatively) high calorie content.
Women have always played a large part in the alcohol industry as brewers, distillers, wine- and tastemakers, but they’ve historically been under-represented in leadership positions. While there’s still work to be done, the tide is shifting, with a diverse roster of women taking the helm at wineries, spirits brands and breweries and helping other women to break into the industry.
Globally, drinks brands and scholastic institutions are helping women reach their full potential in their mixology careers by providing educational programmes and mentorship. Meanwhile, the desire to create drinking spaces that are comfortable, safe and fun has resulted in the rise of women-only bars and club nights.
Focus on Women + Alcohol
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