How do brands beers tackle the women market?

First of all; nothing more annoying for a woman to be well dressed to take out and finally to handle a bottle of beer which does not get married to her dress. That’s why, the brewer Carlsberg would like to convince the consumers with its beer Copenhagen.

Through his new beer, Carlsberg speaks directly to the “modern” consumer that’s to say people who like to be fashion. Indeed, according to Jeanette Elgaard Carlsson, spokeswoman of the brewer: “We noticed that consumers ‘large number, especially women, pay attention on the design of products when they choose drinks. It can arrive they are in a bar and they want that their drinks get married to their styles. In this case, they may not choose a beer if its design does not suit to them.” This beer is brewed with natural ingredient as malt. It is considered like light and fresh beer with only 4, 5% of alcohol. Moreover, in 2010, Carlsberg also launched fruity and low-fat Jacqueline, named Eve, who targets the women. This beer was developed in different tastes such as: litchi, grapefruit or passion. In the same way, Molson Coors has already developed a range of beers for women, as Kasteel Cru and Kasteel Cru Rosé.

However, according to the “Les Echos”, in Great Britain, Miller did not try to feminize the communication around Peroni, brand of Italian beer re launched in 2005; they positioned it as “top of the range” by playing completely the seduction of the made in Italy. It was a real failure as the Guiness Red or Carlsberg beer.

Finally, some feminist people are against this new way of marketing the beers. Indeed, according to the “happybeertime blog”, some women do not understand these new ads which only target the women people. It created a kind of stereotypes where there are so called special beers for women with a fruity taste and for men with a malt and bitter taste.