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Beer: strong growth in responsible consumption among women


Italian women discover beer. According to recent research by Doxa and commissioned by AssoBirra, Italy is the country with the highest number of women who drink beer. These statistics look all the more significant if combined with the other data relating to consumption, according to which Italian consumers have a more responsible approach towards bear: if it is true that 6 women out of 10 drink beer with their meals, it is proven that 80% of them still prefer having a classic 33 cl glass of lager with a pizza.

Given these revealing statistics, AssoBirra itself decided to honour beer-lovers by launching the “Birra io t’adoro” campaign: this is the first campaign in 30 years and is designed to promote new habits of young women, now used to comfortably doing things once considered to be only for men, like drinking a beer at the pub and dispelling other clichés about consumers and their habits that have been around for years. This was all done by mainly focusing on balance, caution and awareness featured in the relationship between women and beer.

But that’s not all. According to research from the Sahlgrenska Academy of the University of Gothenburg, moderate consumption of bear seems to be able to provide greater protection for women from the risk of an infarct compared to women who don’t drink it at all.

Finally, for the other large amount of data regarding the women-beer combination, such as for instance where they drink it and the brands they prefer, today there are many mobile apps that can provide us with all the information and a number of insights on the matter.