Molson Coors pulls ‘ladylike’ beer

Molson Coors has axed female-friendly beer Animée after just 12 months.

AnimeePic
Molson Coors has axed female-friendly beer Animée after just 12 months months.

The Carling maker launched the beer last July in a bid to tap into what it claimed was a £396m market. It backed the brand with a £2m advertising campaign to position the beer as a “real choice” for women.

However, following a full review it has decided to pull the beer. The brewer claims that other brands in its portfolio such as Coors Light and Corona are attracting a higher proportion of women drinkers.

It is not known whether Molson Coors intends to launch other female-focused beers in the future. A spokesman for the company says it will continue to target women through its marketing activity.

He adds: “Animée was only one part of our plan to attract more female drinkers to beer, and attracting female drinkers remains a priority to get the category back into growth. We’ve found that some of our brands, such as Coors Light, Corona and Carling Zest, already attract a higher proportion of female drinkers.

“Molson Coors remains committed to continuing to innovate as one way we’ll add value to our customers’ business and build the beer category. However, not all brands are successful in market and it’s important we invest in growing brands where there is a great proposition that works well for our customers and our consumers.”

Animée was available in three varieties – a standard, clear-filtered beer as well as rose and citrus flavours – and joins the ranks of other beer brands such as Guinness Red and Carlsberg’s Eve that have struggled to get a foothold in the market.

In May, Carlsberg launched its female-friendly Copenhagen brand in the UK after its debut in Denmark in 2011.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here