Alcohol marketers have been accused by an influential market report of ignoring the wealthy 'midlifer' group of 25- to 45-year-old consumers in favour of continuing to view young adults as the key target market, despite concerns about binge drinking.
The report from Datamonitor, 'Insights into Tomorrow's Over-25s Alcoholic Drinks Consumers', claims midlifers account for 42%, or $95.2bn (£52.7bn), of the $226bn (£128.7bn) market and have greater personal wealth than the over-18s.
However, the majority of drinks marketing continues to be aimed at young adults through music event sponsorship and celebrity endorsement.
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