Molson Coors is to have another crack at the female beer drinking market next year with the UK roll-out of a range of products that it hopes will appeal to women.
Mark Hunter, chief executive of the UK arm of the global brewing behemoth, said today that the range had undergone more than a year's worth of research, including a series of trials with numerous focus groups, and was ready for sign off before Christmas.
"This won't be just about launching a beer aimed exclusively at the female drinker," he said, although with 60 per cent of women admitting to not drinking beer he added he was encouraged to go after some of that potential customer base.
"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," he said.
Molson Coors already has 'female-friendly' beers in the form of Kasteel Cru and Kasteel Cru Rosé, which are made from Champagne yeast. However Hunter intimated the new beers will more beer-like than these lighter, zestier brands.
The soon-to-be launched beers, details of which have yet to be revealed, will be partnered with special glassware designed by fashion guru Amy Molyneaux, with goblets made of black glass, embossed with gold lettering.
Hunter said the range evolved from the Bittersweet Partnership, a strategy created by the brewer to help broaden beer's appeal.
"We want to 'unisex' beer and over time we plan to reposition a number of brands, including Carling," Hunter said.
The new range of products would be launched simultaneously in both on- and off-trades by the middle of next year.
Hunter also said the brewer's low alcohol C2 lager will be relaunched next year. The beer was unveiled in 2004, aimed at lunchtime drinkers who it hoped would be attracted by the lower ABV content.
"It's a great liquid, we just didn't get the positioning or the communication as right as it needed to be. It's about convincing consumers that it tastes great as well as being lower in alcohol."
Hunter said Molson Coors had called on the government to help brewers by reducing the tax on low or zero alcohol beers, thereby going some way towards helping solve parts of the UK's drinking problem.
"It would certainly help grow a responsible drinking category," he added.