The global liquor market has changed immensely in the last 20 years. Since the early eighties, people have discovered that it is better for their health if they drink in moderation, as opposed to heavy drinking. Due to this change in consumers drinking habits, people generally drink less liquor than they used to. According to our text, the per capita consumption of liqueurs (liters per person over 18) dropped from 1 liter in 1986 to 0.90 liters in 1990. In addition …showed first 75 words of 1649 total…

…showed last 75 words of 1649 total…and coincidentally the majority of Baileys drinkers are women even though advertising hasn't been directed towards them. If Baileys directed a higher percentage of their advertising budget towards magazine ads in mainly women read magazines they could see a considerable jump in sales. Of course, there would only be a sizable sales increase if it were possible to target more women without making current male drinkers of Bailey's think that it is a "girlie drink".