The Bittersweet Partnership, Molson Coors’ business unit aiming to bring more women into the beer category, has “filled its innovations pipeline” with the first developments due in early summer.
However, it’s not just about bringing out new brands, said Kirsty Derry, managing director of the partnership. “It’s about finding ways of making the category more inviting and breaking down barriers to trial,” she said.
“New products are important but just as important are innovations around packaging, glassware and the way we market beer brands.”
The unit is already working with pub companies such as Mitchells & Butlers and Fuller’s, trialling its Blue Moon wheat beer and has done a lot of work on beer and food matching to try to lure women away from wine.
Derry claimed there was an untapped female market worth £87m to the UK beer sector and said Bittersweet Partnership had set itself the target of growing the proportion of women beer drinkers from 13% to 14% by 2012