It was first discussed way back in January and now the wait is finally over. The moment has arrived. Ladies up and down the country can breathe a collective sigh of relief. Yes, after two and a half years and a reported cost of £1M, Molson Coors have unveiled their female-friendly beer: Animee.
From the French for “motivated” (could it be any more pretentious), Animee is described as “bloat-resistant”. This apparently means that it’s less gassy and lighter in taste than other beers. And you will be spoilt for choice, as it will be available in 275ml bottles in three varieties; standard, rose and citrus.
Not to be left out, Carlsberg, who flopped last year with their female-targeted Eve brand, are set to launch their Copenhagen beer in the UK in 2012. They describe it thus: “Copenhagen is intended for modern women (and men), who appreciate a refreshing taste delivered in a stylish design.”
And they go onto say: “The beer has a light, refreshing taste, while the design is rooted in Copenhagen as an international city of fashion and design.” I’m getting the impression that it’s light and refreshing.
Of course “refreshing” from a national brewer usually means bland, but Jeanette Elgaard Carlsson, International Innovation Director at Carlsberg, puts it slightly differently: “Many young people aren’t keen on the bitter aftertaste of beer. Here our surveys show that with Copenhagen we have created a highly drinkable beer with a balanced taste — a real alternative to white wine and champagne.”
So it’s a light, refreshing, balanced, alternative to white wine and champagne. But don’t wine and champagne have distinctive tastes? Will women really abandon them to drink something bland and completely different?
The whole idea is patronising and stupid. It’s like a throwback to the 70s. And it demonstrates just how the big brewers still don’t get beer. Beer is inclusive and not exclusive. It’s about breaking down barriers, not building them. There is a beer for everyone and they should be spending their money promoting the vast range of beer that is out there. Not treating a whole gender as lepers.
Some people have more money than sense.