When my husband and I find that rare occasion in which we are able to go out and enjoy an evening of dinner and drinks, he usually has better foresight than I do about what meal to select. However, when it comes to selecting what alcohol beverage we might share, it’s like a whole other world. Although he “knows what he likes,” conveying that to the server or bartender usually is not his strong suit, so he’ll deflect that ordering to me.
Although my husband might be at a disadvantage given my form of employment, he is not the only one who is influenced by female opinion when it comes to deciding what alcohol beverage to enjoy. According to Chicago-based Technomic Inc.’s "2014 Special Trends in Adult Beverage Report: Women’s Purchases and Preferences," the majority of women in the United States are of legal drinking age, and these women have become increasingly engaged, experimental and educated when it comes to beer, wine and spirits. Another interesting point the study found is that young and ethnic women will have an increasing influence on the future of the adult beverage market.