Molson Coors to launch beer for women

A so-called “female-friendly” beer is set to roll-out in the UK next year by brewer Molson Coors.

The new product, which does not yet have a name, is the result of over a year of intense market research including numerous focus groups, and will be ready for sign off by Christmas, according to the brewer.

The company has previously tried to engage the 60% of UK women who do not drink beer, but the project was shelved at the last minute.

While Mark Hunter, chief executive of the UK arm of Molson Coors, explained the new beer is not intended to solely target women, he admitted that they are an extremely appealing and as-yet untapped audience.

“This won’t be just about launching a beer aimed exclusively at the female drinker,” he said. “This is about improving the whole experience of beer, especially in the on-trade, with the quality of the product through to the way it is served.”

The new beers will be served in black goblets with gold lettering, designed by fashion designer Amy Molyneaux.

The company already has specific female-orientated beers, namely the Kasteel Cru and Kasteel Cru Rosé, made from Champagne yeast, but added that the new drink will be stronger and more beer-like.

Molson Coors is not the only one, however, to be branching out into new areas in terms of beer development; the Boston Beer Company is also diversifying its offering with a Champagne-inspired beer called Infinium.

The beer will sport a foil covered cap, much like Champagne, and will be dry and light gold in colour. The alcohol content will be double that of most beers, and higher even than some wines.

When asked about the motivation for creating this new beer, Jim Koch, founder and chairman of the Boston Beer Company, said:  "Beer has all the same dignity and nobility that wine has, it just hasn’t been accorded the same level of respect – frankly because brewers haven’t treated it respectfully."

Marinel FitzSimons, 09.11.2010