Molson Coors unveils beers for women

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.

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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.

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