Looking at an article from TVO reporter Steve Paiken, it appears that women are drinking more these days. Or rather, more than they have in recent decades, in part due to economics. We know that disposable income factors into consumption for both genders.
When we consider what we drink, I am guessing many of you don’t think of booze as cheap. If alcohol is an indulgence, like chocolate or cake, or well, chocolate cake…then it’s a fairly costly indulgence. The combined costs of wholesale, overhead, profit and taxes in Ontario have the major brands of beer going for about $38 bucks for 24, and costing more per bottle if you buy fewer of them.
Considerably popular with women, wine is no cheaper, with a $17 dollar bottle producing five standard servings of wine, or roughly $3 dollars and change per serving, with some bottles costing much more. Liquor, widely variable, but again, not the cheapest thing depending on your income.
And when disposable income goes up, so does consumption on average. This makes some sense – when we can afford to drink, we do, and other ‘extravagances’ tend to follow suit, such as new clothes, vacations and toys like kayaks and roller blades.
So it follows that as women are earning more in their careers, they spend some of that on alcohol. Meantime, marketers are well aware of this trend, and are spending their advertising dollars with a mind to attract females. Troubling is the result: young women drinking as much or more than their male counterparts, with consequences to their health and well-being.