Pretty in Pink

In an effort to appeal to more women, Molson Coors is launching pink beer in the United Kingdom.

July 27, 2011

LONDON - Following brand research that revealed 79 percent of women avoid drinking beer out of a fear of bloating, Molson Coors has announced plans to launch in early fall a pink beer in England, specifically targeting women who currently shy away from drinking beer, the Winnipeg Free Press reports.

The 4 percent alcohol pink brew, dubbed Animée, will be available in clear filtered, crisp rosé, and zesty lemon varieties, a fresh and light lineup that Molson Coors hopes will attract female consumers. Molson Coors?? announcement comes after Danish brewer Carlsberg recently rolled out a beer in a sleek bottled called Copenhagen, targeting women.

"Women are an essential part of future growth for the beer industry and can no longer be ignored. We need to repair the reputation of beer among women by launching products that meet their needs," said Kristy McCready, communications partner at Molson Coors.

No word yet on whether Molson Coors will distribute the beer in the United States.

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