In a week when Adnams was voted into
the list of the UK ’s coolest brands I thought it only
right that I dedicate this week’s column to the subject of beer. This is not a
shameful attempt to solicit free samples from those fine local producers
Woodfordes, Greene King and Adnams but a genuine interest in the closure of a
beer brand.
Before any female readers turn the
page, this column is also all about you! A question to start with then. How many
of my female readers have heard of the beer brand Animee? Any of you with your
hands up I will ask the question did you actually try it? Animee was actually a
brand of beer created by Molson Coors designed specifically for women. It was
launched last July and backed by a £2 million ad campaign specifically targeting
women. Fourteen months later the brand was pulled.
The reasons behind the launch were
clear. According to recent research 77% of women say that they ‘never’ or ‘very
seldom’ drink beer with only 13% of beer serves in the UK
attributed to women. You can compare that to 33% in the Republic of Ireland and 44% in Spain .
So in a market that has suffered from falling sales at public houses and the
growth of home drinking fuelled by supermarket price promotion sales, any growth
opportunity has to be explored.
Of course by saying that this beer
is for women you immediately make the statement that it’s not for men who make
up the vast proportion of beer consumption in the UK .
Likewise, by creating a brand that is particular to the smaller purchasing
segment, it has to work very hard to make inroads in that segment and will not
attract sales from the bigger consuming segment i.e. men. Suddenly the £2
million marketing budget does not seem that big.
Interestingly it seems that beers
that take a non-gender approach to branding and marketing have managed to
attract a following. Peroni, for example, reports that it has a strong female
following and attributes it to its brand positioning of Italian cool versus lads
down the pub. Molson Coors themselves as part of the announcement of closure
noted that its own brands Coors Light and Carling Zest attracted a higher
proportion of women drinkers without even trying because they were gender
neutral in their advertising. In the case of both Peroni and Zest the
advertising included both men and women and was more aspirational and inclusive
than for example the Carlsburg “Probably….” campaigns which perfectly targets
its chosen market demographic.
So will this current failure mean
that brewers will stop scratching their heads coming up with beers targeted at
women, probably not. I suspect though that the lessons being learnt that
creating a beer that is brewed and marketed as being great for both sexes might
be.
Tim Youngman is head of digital
marketing for Archant follow him on Twitter
@timyoungman
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