Coors UK is targeting female drinkers with the launch of a beer brand called Blue Moon. It is being trialed in pubs and bars.
The beer, which has already been launched by Molson Coors Brewing Company in the US and Canada, is an unfiltered Belgian-style wheat beer that has been spiced with coriander and orange peel.
The beer is being trialed with two undisclosed partners ahead of a phased launch from November.
Blue Moon, which was launched in the US in 1995, is available in bottles and kegs and has 5.4% alcohol by volume. Other beer brands in the Molson Coors stable include Carling, Molson Canadian, Keystone Light and Coors Light.
The Blue Moon launch comes as Anheuser-Busch brings its Bud Light brand to Europe. It is a lower-sugar, lower-alcohol variant of its flagship Budweiser brand.
Agency Republic was appointed to the digital advertising account for Bud Light in early July (MW.co.uk July 10). The account includes the UK and Ireland although the relationship could be expanded across Europe.