Belgian beer maker, Interbrew, is launching a new beer for women in France this month. The name of beer aimed specifically at female consumers who traditionally avoid the beverage en masse is ExtraKriek. Extrkriek's recipe is said to take out the bitterness of the beer and accentuates fruitiness thus making it more attractive to feminine tastes.

Interbrew says it has taken inspiration from the cosmetics sector in launching the product with bottles of ExtraKriek packaged in red plastic film. "At last a beer for women" is the message Interbrew wants to get across and the ad campaign is targeting women's magazines.

The same product is already marketed in Belgium, using standard packaging. Unlike France, in Belgium beer is in no way viewed as a predominantly masculine drink.

10 March, 2004