Reasons for Rising Alcohol Use Among Women
The reasons for growing alcohol consumption among women vary based on multiple sociological and demographic factors. For example, certain reasons for alcohol use differ between middle-class women and working-class women.
However, the following categories of co-existing factors occur more frequently:
Alcohol industry as commercial determinant of women’s alcohol use
The alcohol industry plays a direct and deliberate role in shaping women’s alcohol consumption behaviours, expectancies, and perceptions making it a key commercial determinant of women’s alcohol use. Through strategic marketing, product design, policy interference, and normalization tactics, the alcohol industry has expanded alcohol consumption among women while minimizing public awareness of the harms that their products and practices cause – increasingly among women.
Alcohol companies identified women as “emerging market” given that in most Western societies alcohol use prevalence was much higher among men then women. Therefore, the alcohol industry deliberately shifted its marketing strategyfrom the sexualization, dehumanization, and objectivifaction of women to sell alcohol to men, to themes of empowerment, sophistication, and female bonding. In recent decades, alcohol advertisements depict women consuming alcohol alongside men in public spaces, promoting alcohol use as a symbol of gender equality and independence. Marketing also encourages female friendships and group alcohol use, reinforcing the idea that alcohol is an essential part of socializing and self-expression. Alcohol companies position alcohol as a reward for women’s daily struggles, integrating it into self-care and wellness trends.
Additionally, feminized marketing tactics include smaller, pink, and stylish packaging designed to appeal to women’s lifestyles. Campaigns promote low-sugar, low-carb, or other “healthy” alcohol options and use slogans such as “wine o’clock” and “mummy juice” to market alcohol as a stress reliever for women. These strategies exploit feminist messaging while expanding the alcohol industry’s reach among younger and health-conscious female consumers.
Cultural change
Cultural change and alcohol use among women are deeply interconnected. As societal norms shift towards greater gender equality and inclusivity, alcohol consumption among women has become more normalized and prevalent. Modern social norms promote equality, and women now participate in social occasions centered around alcohol use that were previously male dominated.
Alcohol industry marketing campaigns often portray alcohol as a symbol of sophistication, empowerment, and modernity, resonating with contemporary female identities. Pop culture, such as “Sex and the City” plays a significant role in normalizing alcohol use among women by depicting female characters who use alcohol in movies, TV shows, and social media. These representations shape public perceptions and influence behaviours.
Case Study: Sex and the City and the Cosmopolitan
“Sex and the City” (SATC) significantly influenced female alcohol consumption by normalizing and glamorizing alcohol use as an integral part of modern women’s lifestyles. The show’s portrayal of its main characters frequently consuming (lots of) cocktails, particularly the Cosmopolitan, positioned alcohol as synonymous with sophistication and social liberation.
SATC glamorized heavy alcohol consumption among women (as did Mad Men and James Bond among men).
The show significantly boosted the popularity of the Cosmopolitan cocktail during its original run from 1998 to 2004. The show’s main characters frequently ordered “Cosmos,” portraying the alcoholic drink as a fashionable accessory to their glamorous New York City lifestyles. This association led to a surge in the cocktail’s popularity, with many women emulating the characters’ choices. Anecdotal evidence from bartenders and industry experts indicates a marked increase in Cosmopolitan orders, particularly among women influenced by the show. The cocktail became a symbol of sophistication and modern femininity, aligning with the themes presented in SATC.
This depiction contributed to a cultural shift where female alcohol consumption became associated with empowerment and camaraderie among women. However, this normalization also had adverse effects. Some reports suggest a correlation between the show’s popularity and an increase in alcohol-related incidents among women, including driving under the influence.
In the reboot “And Just Like That” the narrative addresses alcohol use disorder and addiction among women through the character of Miranda, highlighting the complexities of addiction and the challenges of recognizing the negative and destructive role alcohol can play in many women’s lives.
Female liberation and empowerment
Increased economic independence of women has led to greater disposable income and the ability to engage in leisure activities, including alcohol use.
As more women enter the workforce and occupy professional roles, socializing over alcoholic beverages – fueled by alcohol industry campaigns and pop culture – has become a widespread practice.
These interconnected factors highlight the complex relationship between cultural change and alcohol use among women (Mäkelä, 2012; Kilian 2021).
Mental health
Among the reasons women used alcohol reducing loneliness and isolation was perceived by all women. Women have many responsibilities and say they feel invisible and unacknowledged for everything they do.
Studies show that women are more likely to use alcohol to cope with negative affect and stress than men and with diagnosed depression and anxiety increasing amongst middle-aged women this may help to explain the increase in alcohol use (McCaul, 2019, Emslie 2015).
Identity
Identity formation is another factor playing a role in why alcohol use among women is rising. The identify formation factor consists of declarations of adulthood, equality, expressions of youth and being carefree, and the possibility to take a break from a given identity.
Declarations of adulthood
For many young women, using alcohol is a way to assert their identity and differentiate themselves from childhood. It can be a means of expressing individuality and aligning with adult roles and behaviours. Cultural norms, pop culture, and media portrayals often link alcohol consumption with adult social activities, such as dining out, attending parties, and networking events. These norms can influence young women to view alcohol use as a normal and expected part of adult life. Using alcohol is sometimes linked with social independence and the transition from parental control to personal autonomy. For women, this can mean taking control of their own social lives and making independent decisions about leisure and social activities.
Equality
In the context of gender equality, the alcohol industry has invested heavily in conditioning the link between alcohol consumption and female empowerment, aligning with the behaviours traditionally associated with masculinity. This has lead to some women being more likely to view alcohol consumption as an assertion of equal rights to participate in social and leisure activities.
Carefree/Youth
On the one hand, alcohol use might mean a declaration of adulthood, on the other hand it symbolises carefreeness and youth. Media and advertisements frequently depict alcohol consumption as an activity associated with fun, freedom, and a carefree lifestyle. These portrayals often target women, linking alcohol with social enjoyment and youthfulness.
Identity break
Qualitative research with women in middle-age demonstrates that using alcohol provides women with reward and relief that helps to provide a ‘time-out’ from work and child-care responsibilities – usually strong identities.
Case Study: Women, alcohol, and shame – narratives of recovery from alcohol dependence
In 2024, a study in the UK showed the role identity, shame, and stigma play in women’s alcohol use, the harm they experience, including addiction, and the recovery they seek.
The study revelaed that alcohol consumption began as a shame-management strategy but evolved into a source of shame, compounded by fears of being labelled an ‘alcoholic woman’.
Recovery involved reclaiming the self through de-shaming a shame-based identity and developing a positive identity of alcohol-freedom. By evaluating ‘shaming’ recovery frameworks, sharing stories and reconstructing their own, participants were able to work through shame, resist pathologising identity labels and internalise esteemed ‘sober’ identities.
Socio-economic status
Women from different socio-economic backgrounds use alcohol for various reasons. The most privileged women use alcohol to celebrate and enjoy themselves within their social networks.
Middle-class women typically use alcohol to relax, feel empowered, and as a reward.
In contrast, less privileged and working-class women often use alcohol to cope with and make their difficult lives more tolerable.
These reasons were also reflected in a 2023 study from Australia. Roche and Bowden wrote:
“Why women over 40 are consuming more alcohol is a complex and multifaceted question. Factors include more liberal attitudes to alcohol use by women, previously frowned upon or deemed the domain of less than respectable women.
This perception has changed dramatically in recent years, facilitated by skilful, well funded promotional activities by alcohol marketers, and parallels significant changes in women’s roles in society and their growing independence, agency, and autonomy.
Women also have opportunities to drink alcohol where it was not previously available (eg, hairdressing salons, shopping centres, “happy hours” in retirement villages). Further, negative drivers of alcohol use are probably also involved, including the use of alcohol to help manage stress, anxiety, and depression.”
Roche, A.M. and Bowden, J. (2023), Women, alcohol, and breast cancer: opportunities for promoting better health and reducing risk. Med J Aust, 218: 509-510. https://doi.org/10.5694/mja2.51984