01 Apr 2009 @ 7:15 AM 

Word around the intertubes is that Coors is developing a clear beer to market to women. It is reportedly flavored with green tea and dragon fruit, and is apparently going to taste more like an alcopop than the lager that it supposedly is. It’ll be launched in the UK first and then in US markets, the first release of the BitterSweet Partnership.

OMG!  Shopping!

OMG! Shopping!


I’m not a woman, but I feel fairly insulted by this on their behalf.

A quick snippet from their website, under the section “Shopping?”:

What if bars served beer in smaller glasses? What if beer came in sexy easy-to-carry boxes? What if it had fewer calories, would you feel better about drinking it?

Wow. Could we stereotype a little bit more here? Here’s a what-if: What if you didn’t portray women as objects in your commercials?

Shit, aren’t you just painting a similar picture with this marketing campaign?

“Girls don’t want drinks that are ICKY. Here, try this! It tastes like fairies!”

Are they really playing the “girls are fragile” card? They might as well be printing “Math is HARD” on pink fuzzy Hello Kitty bags. Those girls that they’re marketing to? They’re all 16 years old.

I’m also a little astonished that this partnership and this Partnership is helmed by five women. Kirsty, Kristy, Helen, Sarah, and Emma (all from marketing or sales, I think). Ladies: You are all successful business women. You have probably had to claw and scrape to get a decent amount of respect in the corporate world. I hope you’re getting compensated equally with your male peers.

But, look: I, too, have noticed that there are not as many female beer drinkers, but I know my share. In fact, lucky man that I am, I’m married to one. I can’t see any of the female beer drinkers I know putting down a well-made craft beer for an alcopop that’s marketed to be cute and girly. You wanna talk sexy? Let’s talk about girls who drink stouts and IPAs.

Most of the women I know who drink beer do tend to shy away from more hoppy brews. From there, though, there’s a pretty wide variance between those who gravitate toward more fruity beers (fruited lambics other fruit beers are popular), darker beers (porters and stouts are also popular), or light, somewhat sour beers (Belgian wits and geuzes are very popular). I can’t think of any woman I know that doesn’t drink beer because she is offended by its color. The color? Really?

I have an idea on how to get women to drink beer: educate them about it as you would any other human – they’re not a different species, for crissakes – and give them a place to drink beer that doesn’t feel like a dirty frat house. You want to get women interested? Sell them a beverage that they’re drinking to enjoy, one that pairs well with food, one with complexity of flavor, and varieties to explore. This “Partnership” is nothing but a desperate appeal to the “drink to get drunk” contingent.

Women out there – and I’m pretty sure I’ll only get beer drinkers here, but I could be wrong – how do you feel about this push by Coors? What kind of beer do you and don’t you like? What attracts you to a beer?

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Categories: industry, news
Posted By: erik
Last Edit: 01 Apr 2009 @ 07 15 AM

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