UK: Molson Coors to launch new range of beers for women this autumn

A new range of beers aimed at women will hit UK shelves this autumn in the first launch from the BitterSweet Partnership, the female-focused arm of Molson Coors, Morning Advertiser communicated on June, 2.

The products have yet to be finalised but will appear under one brand name.

The brewer is aiming to launch a range of three beers initially, with scope to expand over time.

The decision to launch a number of beers rather than a single product was made as it was felt that there needed to be a spectrum to appeal to different drinkers and occasions, to properly tackle what is a diverse market.

“Not all women are the same so we knew this couldn’t be a one-size-fits-all approach,” said Simon Cox, independent on-trade director at Molson Coors.

New ways of serving the beer, including different glassware, will form part of the brand strategy, he said.

Cox also promised a new focus on Grolsch this autumn with a slight repositioning of the brand to move it back to its premium roots.

“We still sell a lot of it, and Grolsch Blond is doing particularly well, but I think it would be fair to say we hadn’t managed elements of the brand particularly well and there is more opportunity there,” he explained.

Cox added: “It is a long-term decision and we’re prepared to take a hit on volumes in the short term if that’s what it takes.”

03 June, 2011