25 May 11 New girlie beers set to launch across Europe
Women are a negelected, even ignored, beer-drinking demographic – now Danish brewer Carlsberg is looking to tap into this sector with a stylish new beer.
Packaged in a clear bottle, in clean, minimalist style, the design is modeled after the city it’s named for: “rooted in Copenhagen – an international city of fashion and design.”The product is targeted towards “modern” men and women, the company says, a style-conscious market whose sense of aesthetic extends even to the drink they’re holding.
“We can see that there are a number of consumers, especially women, who are very aware of design when they choose beverage products. There may be situations where they are standing in a bar and want their drinks to match their style,” said spokeswoman Jeanette Elgaard Carlsson in a release. “In this case, they may well reject a beer if the design does not appeal to them.”
The beer itself is brewed from natural ingredients like wheat malt and rice and is described as light and refreshing with an alcohol content of 4.5 percent. It launched in Denmark this month and is scheduled to roll out across the rest of Europe and Asia in 2011 and 2012.
Last year, Carlsberg also launched a fruit spritzer called Eve to try and capture the female market. The sparkling drink comes in lychee, grapefruit, peach & passion flavors and is available in Russia, the UK, Switzerland, Denmark and the Ukraine.