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UK. Brewers launch new female-friendly beers

Two of the world’s biggest brewers, Molson Coors and Carlsberg, are to launch new ‘female friendly’ beers into the UK to stem the decline in beer sales by targeting females.

Molson Coors, the Carling brewer, will reveal a new beer for women today called Animee, according to media reports this weekend.

The company is also set to reveal a 4.8% premium version of Carling called Carling Chrome today, described as being less carbonated and having a lighter colour than standard Carling, according to Publican Morning Advertiser’s sister title The Grocer.

Animee, from the French word for motivated, is billed as “bloat-resistant” - less gassy and lighter tasting than most beers. The company spent two-and-a-half years developing the beer at a cost of ?1m.

It will be available in 275ml bottles in three varieties — standard, rose and citrus.

Kristy McCready of Molson Coors told the Mail on Sunday: “The perception is that beer is a laddish drink so Animee will be more sophisticated and playful.”

According to Molson Coors, just 17% of beer in Britain is drunk by women, compared to 25% in the United States.

Meanwhile, Carlsberg — which last year launched its Eve brand aimed at women — is to introduce its female friendly Copenhagen brand into the UK in 2012 after its debut in Denmark this year.

According to the brewer’s website: “The beer 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.”

The beer is also served in bottles.

Jeanette Elgaard Carlsson, international innovation director at Carlsberg, said: “Many young people aren’t keen on the bitter aftertaste of beer. Here our surveys show that with Copenhagen we have created a highly drinkable beer with a balanced taste — a real alternative to white wine and champagne.”

19 Jul. 2011

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