Conventional wisdom always has indicated that men shied away from fruit-flavored mixed alcoholic beverages, opting instead for beer and the like. However, new research suggests that wisdom may well be flawed.
A survey of legal-age consumers by Jim Beam Brands Co. (Clermont, Ky.) found nearly a quarter of consumers will choose cocktails with fruit-flavored mixers, a number that rises significantly for vacationers. Some 71% of women say they enjoy a cocktail featuring fruit-flavored mixers while on vacation but, more surprisingly, more than half of the male respondents (60%) said the same thing.