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.