August 2, 2011 § 4 Comments
A beer that doesn’t make you blow up is to be launched today by one of the world’s largest brewers in an attempt to persuade Britain’s women to swap grapes for hops.
At a tasting session in Soho this evening, Molson Coors will announce a brand called Animee that has been under development for more than two years. Named after a French word meaning motivated, or livened up, the beer is described as lightly sparkling and less bitter than most of the mass market lagers on tap in Britain’s pubs. Molson Coors says Animee is also less inflating than other drinks, in line with market research into factors that might appeal to women.
A spokeswoman added that only 17 per cent of beer in Britain was drunk by women, compared with 25 per cent of beer consumption in the United States. The company wants to lure women away from wines and spirits. “There’s something fundamentally wrong with the relationship women have with beer,” she said. “One of the challenges we have in the UK is that the number of women drinking beer is signficantly lower than in any other market.
“One of the things we need to recognise in the industry is that we’ve effectively ignored 50 per cent of the population for many years.”
The launch is part of an initiative by Molson Coors to rebuild parts of its brew enterprises. The American brewer also intends to outline initiatives to restore the sparkle to Carling, the big-selling lager that traditionally has been male orientated, with an emphasis on football sponsorship.
Animee is not the first attempt by the industry to attract more female drinkers. Carlsberg recently launched a beer called Copenhagen intended to be gender-neutral. In 2007, Heineken tested a cider aimed at women called Charli. Molson Coors’ research, which took in the views of 35,000 people, found that 79 per cent of women never, or very rarely, drink beer.
The company was created in 2005 through a merger between Molson of Canada and Coors of the US. Its other brands in Britain include Grolsch, Cobra and Blue Moon.