A Beer for Women

Molson Coors to launch woman-specific beer in UK

Molson Coors is launching Animee, a beer targeted at women, in the UK in early fall. Animee will come in three varieties—clear filtered, crisp rose and zesty lemon—and is “less gassy and lighter-tasting than most beers.”

By surveying 35,000 people, Molson Coors found that 79 percent of women rarely or never drink beer. Additionally, the company found that only 17 percent of British women drink beer, compared to 25 percent of American females.

According to Molson Coors, Animee “aims to dispel the perception among women that all beers look and taste the same and that there is nothing to tell them apart.”

Animee, from the French word for motivated, is billed as “bloat-resistant” – less gassy and lighter tasting than most beers.

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Comments

  1. william.heinric says

    …because women are obviously inferior beer drinkers who are unable to appreciate the nuances of real beer.

    This is bunk. Perhaps the best bet for targeting women as beer consumers is to stop patronizing the demographic and lose the male-centered marketing. Any surplus bikini models are, of course, welcome to contact me if they lose their jobs with this new marketing direction.

    At the bare bones, this is not simply a problem for women. The intelligence of beer consumers in general is disrespected, from the male-centered marketing for macro brands, to the basic marketing of the majority of smaller brews. We obviously do not know our own products well enough if we cannot describe them to the people we want to have consume them. Hopefully this is a wakeup call to all of us, and on Coors’ dime to boot.

    Bill

  2. Jephro says

    Well if that isn’t patronizing

    We have gone from “bitter beer face” to “triple-hopped” and “beer-lemonade”
    Crisp Rose, what is this potpourri

    STUPID STUPID STUPID

  3. wildcrafter says

    Imagine trying to market something like a “Bitter Women’s Ale”?
    What might that taste like?:eek:

    Sweet and floral sounds easier to market?,,,,to sweet and floral women??:D

    …While the Maitre’ de calls out, “Bitterman, table for one”.:rolleyes:

    Fashion, marketing, beer…sounds like a new plan is happening.

  4. einhorn says

    Seems like the Big Guys come out with one of these every few years. The new advertising agency “discovers” that women generally don’t drink beer, for whatever reason, be it flavour, marketing, packaging, etc.

    Personally, I believe that cider is the best beer alternative, which of course is consumed in large quantities in Great Britain, and is probably more the “target” of this new drink than romancing the woman who prefers wine or cocktails. Cider has tradition, and I’m not sure if this is the right place to launch such a beverage.

    $.02

  5. LongLiveLagers says

    william.heinric wrote:
    Perhaps the best bet for targeting women as beer consumers is to stop patronizing the demographic and lose the male-centered marketing.
    Bill

    I agree. But also craft brewers are indeed male-centered in their marketing, too. Almost more so.

    Look at the target audience for Stone, Three Floyds Dark Lord, Elysian’s Dragonstooth just to name a few. Although this is their niche, the dragon/gargoyle/evil devil comic character, I know of few women this is pleasing to just like the macro bikini girls. There’s nothing wrong with that and I think these craft brewers are doing a great job collecting male customers that still hold onto their Spider-man comics, just like they trade for “rare” beers on beeradvocate.

    So I say, good on MolsonCoors for exploring a niche I never would! Hopefully, women won’t be so stupidly advertised to and will turn to marketing that is pleasing and gender neutral a la New Belgium.

    I’ve had anecdotal conversations with women who tell me that they won’t buy some craft beers for their husbands because they don’t want to be seen in the grocery store holding the six-pack! One in particular said she felt ridiculous holding a beer with a gargoyle on it.:eek:

    She ended up buying Full Sail LTD. Gender neutral and fitting for a summer BBQ where she didn’t want to drink wine. I hope her husband wasn’t disappointed.:)

  6. Baldrick says

    LongLiveLagers;68674 wrote: I’ve had anecdotal conversations with women who tell me that they won’t buy some craft beers for their husbands because they don’t want to be seen in the grocery store holding the six-pack! One in particular said she felt ridiculous holding a beer with a gargoyle on it.:eek:

    She ended up buying Full Sail LTD. Gender neutral and fitting for a summer BBQ where she didn’t want to drink wine. I hope her husband wasn’t disappointed.:)

    That to me validates the marketer’s notion. That particular woman above is the stereotypical image-is-everything consumer. Doesn’t give a care as to what is inside the package. That is the target audience for Animee.

  7. einhorn says

    Thanks for bringing up this thread again. I Googled it to see what’s up with ANIMEE BEER and found this

    http://www.marketingmagazine.co.uk/News/MostEmailed/1168602/BrewDog-founder-advertising-I-rather-set-money-fire/

    “Watt also took a swipe at brewer Molson Coors’ now-defunct female-focused beer Animée for being inauthentic, claiming that it ‘managed to patronise women and bastardise the hell out of beer’.”

    That went a lot faster than I thought it would.

  8. Brewtopian says

    Brewers attempting to lure women to beer have for the most part been coming at it from completely the wrong angle. Making beer more and more like a mixed drink or a soda is self defeating and does nothing to actually get women to embrace beer in an honest and lasting way. To truly bring women to beer requires changing the way beer is presented to them, the way we talk about beer, the way we market beer and ultimately changing the deep rooted cultural bias that we’ve reinforced in women.

    My approach when introducing a woman who believes she doesn’t like beer is to encourage them to first wipe away their pre-concieved notions of what beer is. I probe them with questions about what sorts of foods and flavors they like, not what they drink. Asking if they like sweet or sour flavors, if they like coffee or chocolate, if they like bananas or citrus, if they like toffee or roasted nuts. Collecting this information lets me put together a selection of samples for her to try but it also allows me to plant my own set of suggestions in her mind as I hand her each sample. If I tell her that a German hef taste of over ripe banana as I hand her the glass and she’s told me she like bananas then she won’t have any legitimate objection to it.

    My personal favorite trick though is imperial stouts. Just about every single woman drinks coffee and eats chocolate and that’s all stouts are so even though they’ve been conditioned to believe they won’t like stouts they end up blown away by them. Women are stout drinkers. I had a woman at the bar last night who kept telling me over and over again that she hated dark beer. I have her a sample of Black Cauldron from Grand Teton and she made all kinds of faces and swore she hated it. She ended up with a Hefeweizen. 1/2 way through that beer I told her to close her eyes and I put another sample glass in her hand and had her taste it. She loved it. It was Black Cauldron.

    Last thing we have to do to get women into beer is men have to stop telling what they will or won’t like. Let women decide for themselves without imposing our own cultural biases on them.

  9. Scott M says

    I see a management team listening to their marketing division without any regard for the beer or brewing knowledge. Why not just sell the beer with some raspberry syrup taped to the bottle?