Giant brewer Molson Coors has announced that it is to run a promotion this summer aiming to get more women to drink beers . At present, just 13 per cent of the beer consumed in Britain is drunk by women, compared with 36 per cent in Ireland. This disparity prompted the brewing giant to conduct a survey in order to discover what was putting women off drinking beer. The 30,000 female respondents offered two main reasons for not drinking beer – firstly, that it is too calorific and a ‘man’s drink’, and secondly, they fear that a pint of beer could be spiked with date rape drugs.
To spearhead the promotion, Molson Coors is to launch a low calorie beer this August to encourage female pub goers to drink more beer. The brewer hopes that female drinkers will come up with a name for the beer. If the brewer is to convince women to ditch their more typical drinks of wine or spirits, the current promotion will need to be more successful than a similar promotion run last year, in which the brewer launched a clear beer flavoured with green tea and dragon fruit – though responses were mixed.
Brewer to Launch Beer for Women
Thu, 15 Apr 2010
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