Molson Coors Targets Women with Animee, a New Brand of Beer
Omar Yusuf — July 21, 2011 — Marketing
References: molsoncoors & gizmodo
Despite being relatively gender-neutral, the beer industry needs a female-oriented facelift -- at least, that's what Molson Coors is telling customers interested in Animée, the company's newest brand of beer.
Coming in three flavors -- clear filtered, crisp rosé and zesty lemon -- Animée specifically targets the 79% of women who rarely, if ever, drink beer. Kristy McCready, a communications partner at Molson Coors, explains "We need to repair the reputation of beer among women by launching products that meet their needs."
Among the highest of women's perceived needs are low alcohol content, a fresh taste and a sophisticated look. With as little as 4% alcohol and a promise that it won't gas you up, Animée allegedly meets all the requirements of the modern, beer-drinking lady. Although it maintains a low profile, this new beer is one that Molson Coors hopes to launch a new advertising campaign for in September.
Coming in three flavors -- clear filtered, crisp rosé and zesty lemon -- Animée specifically targets the 79% of women who rarely, if ever, drink beer. Kristy McCready, a communications partner at Molson Coors, explains "We need to repair the reputation of beer among women by launching products that meet their needs."
Among the highest of women's perceived needs are low alcohol content, a fresh taste and a sophisticated look. With as little as 4% alcohol and a promise that it won't gas you up, Animée allegedly meets all the requirements of the modern, beer-drinking lady. Although it maintains a low profile, this new beer is one that Molson Coors hopes to launch a new advertising campaign for in September.
Trend Themes
1. Female-oriented Beer - Creating beers specifically targeted towards women with low alcohol content, fresh taste, and sophisticated branding.
2. Reputation Repair - Developing products that aim to repair the reputation of beer among women and change their perceptions of the beverage.
3. Alternative Beer Flavors - Introducing new flavors like clear filtered, crisp rosé, and zesty lemon to appeal to women who are not regular beer drinkers.
Industry Implications
1. Beer Industry - Opportunity for breweries to tap into a new market segment and attract more female consumers by innovating and tailoring products for their preferences.
2. Alcohol Beverage Industry - Focusing on creating more inclusive and diverse offerings in the alcohol beverage industry to cater to different consumer demographics.
3. Marketing and Advertising Industry - Entering September, there will be opportunities for marketing and advertising agencies to work with beer companies to create strategic campaigns that resonate with women and challenge traditional beer stereotypes.
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