Appealing mostly to female consumers and younger consumers of legal drinking age (LDA), the flavored malt beverages (FMBs) — also known as progressive adult beverages (PABs) — segment of the beer market brings in a slightly different demographic than the typical beer drinker, says Jeff Nowicki, chief strategy officer at Bump Williams Consulting Co., Stratford, Conn. “The beer category is so male dominant that anytime we’re attracting a younger, female drinker in that order, that is the meat of the demographic,” he explains.
The sweeter flavor profiles of FMBs make them easier for these consumers to approach and enjoy, adds Edward Hyseh, U.S. research analyst for Chicago-based Euromonitor International.