Free Trend Report Free 2019 Report & eBook

Get the top 100 trends happening right NOW -- plus a FREE copy of our award-winning book. Our Research Methodology

This article is one of 350,000 experiments. We use crowd filtering, big data and AI to identify insights.

Molson Coors Targets Women with Animee, a New Brand of Beer

 - Jul 21, 2011
References: molsoncoors & gizmodo
Despite being relatively gender-neutral, the beer industry needs a female-oriented facelift -- at least, that's what Molson Coors is telling customers interested in Animée, the company's newest brand of beer.

Coming in three flavors -- clear filtered, crisp rosé and zesty lemon -- Animée specifically targets the 79% of women who rarely, if ever, drink beer. Kristy McCready, a communications partner at Molson Coors, explains "We need to repair the reputation of beer among women by launching products that meet their needs."

Among the highest of women's perceived needs are low alcohol content, a fresh taste and a sophisticated look. With as little as 4% alcohol and a promise that it won't gas you up, Animée allegedly meets all the requirements of the modern, beer-drinking lady. Although it maintains a low profile, this new beer is one that Molson Coors hopes to launch a new advertising campaign for in September.