Molson Coors, has invested £396m[1] developing a light sparkling, finely filtered beer called Animée, which is unashamedly aimed at females.
Animée is the result of two years of NPD driven by industry and consumer insights from the BitterSweet Partnership a multi-million pound business set up by Molson Coors in 2009 to remove the gender imbalance that exists around beer consumption and make beer an aspirational choice for women. Currently just 17%[2] of UK beer sales are to females. Animée is a 4% ABV beer which is lightly sparkling and finely and will be available in three variants: clear filtered , crisp rosé and zesty lemon. Kristy McCready, Communications Partner, Molson Coors (UK & Ireland) comments, “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.
“Driving a growth in beer consumption among women is no mean feat. Currently 79% 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 over 30,000 women, and what would make them change their minds. The result is Animée, which we see as an exciting opportunity to break down the barriers between women and beer. The brand plan and the product design are feminine and sophisticated without being patronising.”
The new brand will benefit from a £2 million advertising campaign in September to drive awareness of Animée among consumers and the trade.
[1] Molson Coors analysis based on Kantar / BBPA /CGA[1] Alcovision Y/E Dec 2010, total trade serves
