UK: Coors Brewers invests in beer for women

Coors Brewers has launched a multi-million pound UK business in a bid to target beer towards women.

In recognition of what the company says is a "gender imbalance" that exists around beer consumption, BitterSweet Partnership has been set-up to "break down the barriers" between women and beer, the company said today (27 March).

Run by women for women, it is designed to gain insights from women throughout the country.

It will produce education programmes about the benefits of beer through to developing products designed specifically for female taste buds, as well as initiatives to improve the serve and drinking experience.

According to Coors, women make up just 13% of UK beer sales, compared to 25% in North America and 36% in the Republic of Ireland. 

Research commissioned by BitterSweet Partnership shows that a third of UK women do enjoy drinking beer - but in the main these occasions are restricted to music and sporting events. Outside of these environments, women say they feel uncomfortable and embarrassed to order beer, according to the study.

"The industry has for too long ignored and even alienated women - our job is to redress this balance," said Kirsty Derry, BitterSweet Partnership managing director.

The company has formed a panel of 'experts from the world of fashion, lifestyle, media, beer and food, to act as an "independent voice for women" across the UK. They include commentator Janet Street Porter, broadcaster Carol McGiffin, socialite Fran Cutler, chef Allegra McEvedy and fashion designer Amy Molyneaux.