Web comment

What you said

Ruth Mortimer’s column and associated blog taking issue with female-focused new product development and marketing in relation to the beer industry prompted online debate. Read the column at www.mwlinks.co.uk/frillybeer and see comment extracts below.

Driving women to beer

In answer to your colleague’s question, “But don’t women want to know there is a beer out there just for them? And doesn’t that make them feel like a brand is addressing their needs?” I’d have to say yes, we spoke with 30,000 women, many of whom aren’t traditional beer drinkers, and we brewed Animée based on the feedback that we collected from them.

We’re also using the insight we have gathered to inform the rest of the Molson Coors portfolio. In order to have more women choose beer, we need to look not just at marketing campaigns but glassware, packaging and the way beer is served. It has to be a whole drinking experience if we are going to make beer a real choice for women.

Kristy McCready, commercial communications partner Molson Coors

I have been involved in the craft beer industry in British Columbia for five years and have seen a tremendous growth in that segment, particularly among women. They are responding to the variety of flavours available, the new information available on food pairing and the breaking down of beer myths that previously dissuaded them from exploring beer in any depth.

Rick Green


Ethical claims need solid foundations

Marketing Week

Brands with a commitment to social causes certainly stand to gain a great deal from loyal, affluent consumers who share the same mindset (MW last week) but simply labelling these tactics as “ethical” is misplaced and misleading. We need to move towards recognising “not-just-for-profit” brands those that have spotted the potential in making profit not […]


High street stores need to embrace new technology

Marketing Week

The gulf between online and in-store shopping experiences (MW last week) could be narrowed if bricks-and-mortar retailers adapt to changing customer behaviours and make better use of technological advances such as mobile apps and proximity marketing. Through a combination of mobile technology, including Bluetooth, wi-fi, QR codes and now near-field communication (NFC), it is straightforward […]

It’s not just the brand story but how you tell it

Marketing Week

Brand storytelling (MW 7 July) is an intuitive tool for managing the complexity of modern marketing in an interactive, multi-platform, multi-channel age. However, there is a subtle difference between storytelling that uses narrative thinking to structure a brand and its marketing activity; and corporate storytelling that illustrates company valuesin a compelling way (as Diageo has […]


    Leave a comment