Molson Coors Targets Women With New Beer ‘Animée’
The brewing company believes that attracting women to beer is vital for the growth of the shrinking market.
- 25 july 2011
The UK’s biggest brewer, Molson Coors, is turning its attention to the ladies with its announcement of a female-targeted beer called Animée. The result of two years product development, the 4% ABV beer is lightly sparkling and finely filtered, with three available variants: clear filtered, crisp rosé and zesty lemon. The brewing company states:
Currently 79% of women in the UK never or rarely drink beer, only accepting to drink beer on a small number of occasions. At Molson Coors we have put a lot of time into finding out why women aren’t drinking beer, conducting an insight programme with over 30,000 women, and what would make them change their minds. The result is Animée, which we see as an exciting opportunity to break down the barriers between women and beer.
Animée will be available in early Autumn, with a £2 million advertising campaign starting in September to promote the launch.