The brewing giant Molson Coors has launched a new beer that specifically targets female consumers. Animee is lighter tasting and less gassy than traditional beers; it comes in three flavours – standard, citrus and rose.
“At Molson Coors, we have put a lot of time into finding out why women aren’t drinking beer, conducting an insight programme with more than 30,000 women, and what would make them change their minds,” said Kristy McCready of Molson Coors. “The result is Animee, which we see as an exciting opportunity to break down the barriers between women and beer. “The brand plan and the product design are feminine and sophisticated without being patronising.” The new beer will go on sale in supermarkets from August.
The Danish brewer Carlsberg will launch its beer brand for women next year. (19 July)
© 2011 - ESM: European Supermarket Magazine