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.