Molson Coors announce female targeted beer, Animée

AniméeMolson Coors are aiming to work its way into the untapped female beer market with the launch of Animée.

The ‘light, sparkling, finely filtered beer’ will launch in early Autumn and comes in three variants – clear filtered, crisp rose and zesty lemon.

More than two years of product development and testing have been invested in Animée following Molson Coors research which says that only 17% if its beer sales were to females.

Molson Coors communications partner, Kristy McCready said: “Women are an essential part of future growth for the beer industry and can no longer be ignored.

“We need to repair the reputation of beer among women by launching products that meet their needs.

“Currently 79 per cent of women in the UK never or rarely drink beer, only accepting to drink beer on a small number of occasions.

“At Molson Coors, we have put a lot of time into finding out why women aren’t drinking beer, conducting an insight programme with more than 30,000 women, and what would make them change their minds.

Animée is the end product of the BitterSweet Partnership set up by Molson Coors in 2009 to ‘remove the gender imbalance that exists around beer consumption’.

A £2 million advertising campaign will begin in September to promote the launch of Animée.