Brewers Take Aim at Women with Lady-Specific Beers

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Categories: Women

Is beer too masculine for you to enjoy knocking back a few cold ones every now and then? Two of the world’s biggest brewers, Molson Coors and Carlsberg, are guessing that’s the problem with their lagging sales, and have taken aim at women in hopes for higher profits.

Molson Coors has revealed a beer called Animee – the French word for motivated. It’s being billed as “bloat-resistant”, meaning that it’s less “gassy” (always how I want my beers to be described) and lighter tasting than “most beers.” The company has spent two and a half years developing the beer, which will be available in three varities – standard, rose, and citrus.

Kristy McCready of Molson Coors says, “The perception is that beer is a laddish drink so Animee will be more sophisticated and playful.” Yeesh, it’s like we’re not talking about beer, here.

Meanwhile, Carlsberg is set to introduce its female friendly Eve brand overseas in 2012. According to their website, Eve “has a light, refreshing taste, while the design is rooted in Copenhagen as an international city of fashion and design. Copenhagen is intended for modern women and men, who appreciate a refreshing taste delivered in a stylish design.”

Would you drink lady-specific beer? I don’t think I would; beer, and beverages in general, do not need to be gender-separate.


photo courtesy of molson-coors


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