Top 10 gay favourite drinks9th April, 2013 by Andy Young
Global market research company Mintel recently estimated the spending power of the gay population to be between £6bn and £8bn per annum in the UK and US$464bn in the US.
With these kind of numbers in mind it is perhaps no surprise that some drinks companies have sought out the “pink pound”.
In the book Principles of Marketing, authors Frances Brassington and Stephen Pettit wrote: “Gay consumers are perceived to have a higher than average income, and almost 60% of gay men are either single or not cohabiting. Those who are cohabiting are likely to be in dual income households.” The book adds: “The lack of dependents and responsibilities gives gay consumers more opportunities for lifestyle spending with a strong focus on leisure and socialising.”
According to gay website Queerty.com, “if there are two things gays like to be at the forefront of it’s trends and liquor.” So, with this attitude and the knowledge that the Gay Times magazine claims that 80% of its readership comes from the ABC1 socioeconomic groups, compared with 43% of the general population, targeting the gay population should make sense for many drinks brands.
Indeed several wineries, particularly in Sonoma County, California, have labelled themselves as “gay friendly”. The website gaytravel.com claims that “of all the many esteemed wine-producing regions in North America, western Sonoma County – in particular the area between Healdsburg and the Russian River resort area – stands out not only for its superb wineries and stunning natural scenery, but also for having a tremendous gay following.”
But while some drinks have chased the “pink pound” others have simply been adopted by the gay community and become hugely popular drinks. But which drinks are favourite in the lesbian, gay, bisexual and transgender (LGBT) community?
Click through the following pages to see our top 10 drinks, which are the favourites of the LGBT community.