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.
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.
