Since SABMiller have admitted that women are a key target for the business, they are likely to transform "laddish" advertising to more mixed gender-friendly campaigns.
"As they (women) become economically more active ...they really represent an opportunity and a threat to us," SABMiller's European chief told just-drinks.com. "Women can be, when they're in mixed gender situations, a bit of a gatekeeper on the alcohol. So, when they go out with men, if they're drinking wine, very often their male partner will drink wine. From that point of view, it's very important that we bring more women into the category."
Brewers have always struggled when it comes to appealling to women drinkers. Ms Clarke, however, feels there is plenty of potential among the demographic. SABMiller's Peroni being an example of a beer brand that appeals to both genders.
Appealing to more women is not easy for big beer, as Molson Coors recently learned with the failure of its female-friendly Animee, which it pulled after 15 months. But Clark says more inclusive advertising, a broader range of beer styles and improving conditions at bars will help.
However, Doug Brodman, SABMiller's commercial director for Europe, admitted that mainstream lagers, such as Grolsch and Miller, would still be targeted at men.
