Molson Coors unveils beers for women
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Molson Coors is to launch two female-friendly beers, Animée and Carling Chrome, in a bid to exploit what it claims is an £160m untapped market of women beer drinkers.
The brewer is hoping that the less gassy, less bitter drinks will appeal to woman drinkers previously put off by beer.
The brands are a product of the company’s Bitter Sweet business unit, which has spent almost three years researching how beer brands could appeal to women.
Molson Coors wants to shore up revenue in a declining UK beer category by developing a market all but ignored.
The brewer has already launched Kasteel Cru and Kasteel Cru Rosé, “female friendly” beer-like drinks made from Champagne yeast.
It is also looking to soften the laddish positioning of its flagship Carling brand in the hope of boosting its appeal among women.
Readers' comments (8)
amanda | Mon, 18 Jul 2011 1:33 pm
No matter how they dress up other alcoholic drinks, wine will always be the tipple of choice for women!
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Anonymous | Mon, 18 Jul 2011 2:34 pm
Beer will always be my drink of choice, but I feel like it's too little, too late. Women aren't interested in a "girly beer". Let me guess, fewer calories and more feminine? I'm curious to see how they market this new beer for women, and whether or not women will bite... er, sip.
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Ironside | Mon, 18 Jul 2011 2:43 pm
I'm a woman and the best thing about drinking beer is the burping! Why on earth would any right-minded woman want a less gassy beer is beyond me!
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Beer Dude | Mon, 18 Jul 2011 9:17 pm
Want to see the pictures and a little more info about the new beer for women check out my blog.
www.beerdudeuk.com or http://wp.me/p1BhlV-w
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Keith | Mon, 18 Jul 2011 10:09 pm
Is there any areas of a man's pastime that women can't keep their bloody noses out of!!!
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Anonymous | Wed, 20 Jul 2011 3:41 pm
It's very hard to take this idea seriously.
If a woman wants to drink beer then she will as many women in the UK do and choose from what is on offer now. If they didn't like what was on offer now they wouldn't drink it.
Why do I foresee the new consumers of this "girly" beer to be fake tanned to the max with bad hair extensions and sky high heels. . . ?
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Anonymous | Wed, 20 Jul 2011 3:41 pm
Wow. How sexist of you, Keith. Get with the program! Women play sports, run companies AND drink beer. I didn't realize men owned beer.
Signed, Disgusted
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Michael | Wed, 20 Jul 2011 4:43 pm
Cider wasn't sexy till Magners, so why can't a new marketing offensive make beer attractive to a segment it's never really appealed to before? That's our job! If it wasn't possible we might as well all give up and become accountants.
I'm joking about the 'accountants' bit, obviously.
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