Claire Phoenix is FoodBev Media managing editor – magazines. This is a personal blog and views expressed are her own.

26 Aug 2011

Flavours favoured by females

I’ve been aware of pear coming up strongly through the rankings as a drink constituent and flavour in recent months. The latest ‘Taste of the West Awards' highlights this and other new flavours winning followers in the UK, including individual apple variants such as Cox and Bramleys.

Elderflower and rose, ginger drinks and beetroot juice also suggest a longing for tastebud teasers, with Cheristow’s Lavender, Chamomile and Spearmint infusion a new one on me, while new flavours such as Bottlegreen Drinks Red Cherry & Vanilla Cordial underline women’s consumer desire for the sweet and natural. (See our article on women’s drinks in the latest issue of Beverage Innovation magazine.)

In ciders, too, pear has been particularly successful, while launching in early autumn, Animée is part of Molson Coors’ ambition to make beer a real choice for women who are vital in growing a shrinking beer market, which currently attributes just 17%* of its ales to females.

The 4% ABV beer is lightly sparkling and finely filtered, with a delicious, fresh taste. Animée will be available in three variants: clear filtered, crisp rosé and zesty lemon.

Kristy McCready, communications partner, Molson Coors (UK & Ireland), said: “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.

“Driving a growth in beer consumption among women is no mean feat. Currently, 79% of women in the UK never or rarely drink beer, only accepting to drink beer on a small number of occasions. At Molson Coors, we have put a lot of time into finding out why women aren't drinking beer, conducting an insight programme with over 30,000 women, and what would make them change their minds. The result is Animée, which we see as an exciting opportunity to break down the barriers between women and beer. The brand plan and the product design are feminine and sophisticated without being patronising.”

Animée is the result of two years of NPD driven by industry and consumer insights from the BitterSweet Partnership, a business set up by Molson Coors in 2009 to remove the gender imbalance that exists around beer consumption, and make beer an aspirational choice for women.

Working with VCCP Blue, Molson Coors will launch a £2m advertising campaign in September to drive awareness of Animée among consumers and the trade.

  • Molson Coors analysis based on Kantar/BBPA/CGA

Claire Phoenix is managing editor of Beverage Innovation magazine. Subscribe here.