Molson Coors will launch Animée, a beer for women

Categories: Booze News

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After spending two-and-a-half years and a boatload of money on research, Molson Coors learned that women don't drink beer. At least, 79 percent of the women they studied don't drink beer. And since that represents a sizable market untouched by the brewing industry, the company decided to craft a beer and market it specifically to women.

This fall in the United Kingdom, the company will launch Animée, a line of brews that come in in feminine packaging, in such flavors as "clear filtered," "crisp rose" and "zesty lemon" -- all with the added benefit of being bloat-resistant.

And Coors isn't the only company going after this apparently delicate-palated, gas-averse group: Carlsberg, a Danish beer, is introducing Copenhagen, since the brewer believes there's a group of people out there -- women, most likely -- who want a beer that's "a real alternative to white wine and champagne."

Something light and crisp. Kind of like Coors Light -- except with flower flavoring.

There's no word on if and when these beers might cross the Atlantic, but in the meantime, we lady drinkers can totally drown our sorrows in vodka sodas, Mike's Hard Lemonade and Michelob Ultra. Or Smirnoff Ice. Unless, after the Bros Icing Bros phenomenon, that's now a dude thing. Cheers.


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7 comments
Kristy McCready
Kristy McCready

Hi Laura - it's Kristy from Molson Coors in the UK - thanks for picking up on the launch of Animée. It is a beer launched just for the UK market where, as you point out so many women don't drink beer. 

We've also got a beer category that's facing 4 decades of decline so we need to do something very different to get more people drinking beer. Our research over the last 2 years has included talking to over 30,000 women and immersing ourselves into their daily lives - everything from following them on food and alchol shopping trips, visits to the pub and parties at home (it's a tough job!!)

As a result Animée has been developed with women every step of the way and we know for a lot of women it will get them choosing beer - that's something we're really excited about. 

Cheers

GFTW
GFTW

Wow, that College Humor video is gayer than even Zima.

cdthomas
cdthomas

In an industry that stigmatizes any male who drinks a beer considered less-than-masculine, do they really want to blame women for not drinking their he-man-marketed brews?

And aren't they trying to market beer as wine, when it's just as easy to market the drink halfway between beer and wine already: Hard cider.

Claire
Claire

The Virginia Slims of the beer biz.

eCurmudgeon
eCurmudgeon

Otherwise known as Zima with a new label.

Mantonat
Mantonat

MolsonCoors: Do you drink our beer?Average woman: NoMC: Why not?AW: Because it sucks.

MC's conclusion: women must not like beer!

UGH
UGH

 i cannot speak for UK women, but it seems to me that you polled stupid women.  All the women I know drink beer.  yes, many of my friends drink crap beer - a la Coors Light.  But many, such as myself, love beer and seek out good beer.

I find this whole thing insulting.  On the other hand, my female in laws only drink cheap shit rose - with ice in it.  i guess this is geared to "those" kind of women.

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