'Chick Beer' is the First Ale to be Marketed Specifically Toward Women
Souzan Michael — September 8, 2011 — Lifestyle
References: blogs.villagevoice & incrediblethings
Beer is not exactly a beverage that is aimed toward women, what with the half-naked models in beer commercials, but with the creation of Chick Beer, that might all be changing.
With "Witness the Chickness" serving as the slogan printed on the pink swirly packaging, it's no wonder that females are going to love this new brand. I know I already love it and I have no idea what this might taste like.
Apparently Chick Beer is a light beer with less carbonation than regular brews, made to appeal to females looking to not feel so full after a couple of drinks.
Chick Beer founder Shazz Lewis says, "Women consume 25 percent of all the beer in the United States. That's 700 million cases a year. I thought, 'This is really interesting, and why hasn't this segment of the market been addressed?" The more I got involved, the more I thought, "There's something to this.'"
I'm definitely intrigued by this concept, if only because of the cute packaging. The power of aesthetic appeal should not be underestimated.
With "Witness the Chickness" serving as the slogan printed on the pink swirly packaging, it's no wonder that females are going to love this new brand. I know I already love it and I have no idea what this might taste like.
Apparently Chick Beer is a light beer with less carbonation than regular brews, made to appeal to females looking to not feel so full after a couple of drinks.
Chick Beer founder Shazz Lewis says, "Women consume 25 percent of all the beer in the United States. That's 700 million cases a year. I thought, 'This is really interesting, and why hasn't this segment of the market been addressed?" The more I got involved, the more I thought, "There's something to this.'"
I'm definitely intrigued by this concept, if only because of the cute packaging. The power of aesthetic appeal should not be underestimated.
Trend Themes
1. Gender-specific Alcohol - Chick Beer is a prime example of gender-specific alcohol, unveiling a potential trend in the alcoholic beverage industry.
2. Lighter Carbonation - The creation of Chick Beer highlights a trend towards lighter carbonation in brews, catering to individuals who prefer a less bloating experience.
3. Aesthetic Branding - Chick Beer's success can be attributed to its aesthetic branding, which may inspire other industries to incorporate similar visually appealing packaging.
Industry Implications
1. Alcoholic Beverage - The alcoholic beverage industry has room for disruptive innovation by creating more gender-specific drinks like Chick Beer.
2. Packaging Design - The success of Chick Beer's visually appealing packaging creates opportunities for disruptive innovation in the packaging design industry.
3. Marketing and Advertising - Chick Beer's success highlights the potential for disruptive innovation in marketing and advertising strategies specifically targeted at female consumers.
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