I see from this article here that brewing behemoths, Molson Coors and Carlsberg are to launch a range of 'female friendly' beers aimed, surprisingly enough, at women.
The beers Eve, Animee are desribed as being lighter, less carbonated and 'bloat resistant'.
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.”
The beer will come in smaller bottles (275ml) and will come in three varieties - Standard, Rose and Citrus.
No doubt, these beers will be launched will a mega cash rich media budget behind them as they try to tap in to a growing sector of the market - the female beer drinker.
We should view this for what it is. A cynical move by these multinationals to tap in to one of the fastest growing market sectors. It is not about getting more people into pubs drinking beer. It is about shifting units of these 'female friendly' beers from the supermarket shelf.
Don't these huge multinationals get it?
Are they seriously saying that the 700+ British breweries are currently making beer that is female unfriendly?
That is, clearly, utter tosh. More and more women are drinking and enjoying beer made by UK micro-breweries. They are clearly happy with the product.
Perhaps, these brewing multinationals should put the cash set aside for the marketing, publicity and market research of these beers and, instead, use it to improve their own core beers.
Maybe then, they will get more drinkers, men and women consuming their product.