Okay. The big boys have just reached a new low. Mind you it is not in Canada yet – emphasis on the yet. But, still. Come on. Really?
My disbelief is due to the recent announcement by Molson-Coors UK that they are releasing a new beer in England marketed to women. It is called Animee, and it comes in three different versions. The press release proclaims that only 21% of women drink beer, and this beer is designed to draw more of them into appreciating the heavenly elixir (my words, not theirs). Okay, up to this point it is slightly suspicious but not outrageous.
Then they drop the p-bomb. The beer is PINK. Really? Mind you, they call it “crisp rose”, but it looks pink to me. They don’t explain what makes it pink, but they do say pink appeals to female drinkers, along with the light, refreshing taste (read: flavourless) and the lighter 4% alcohol. To be fair, the beer also comes in “zesty lemon” yellow and “clear-filtered” water colour (really, it has no colour). To be unfair, I can’t imagine that the colour makes a whit of difference. It is all bland, sweet and mostly marketing. Pick whatever colour you want, it is the same beer.
However, they are pushing the pink. So let’s take pink seriously. When I think of pink and beer, I get mad. If I were a women I would be a tactical nuclear penguin (translation: really, really mad). Who are they kidding? Either they think women are fools – hey, girls, this drink is pink, so you must like it! – or they are doing the beer version of jumping the shark. I fear it is the former. When will the marketing types learn? You can’t sell skeptical women on beer by froofing it up. You can only do it by figuring out what women like in beer and making a good version of that. Women do like fruitier beer. That is a reality. So make a high quality fruit wheat beer that will both appeal to women AND not embarrass your core market. And God forbid you try to move women into beer that they haven’t experienced. I have many times moved women to substantial and flavourful beer. It is not a large jump. Most women are very smart and very appreciative of quality.
But back to pink. It is an insult. It insults me as a beer guy, and, more importantly, it insults women. And it is yet the latest demonstration that the corporate brewers have lost their soul. The beer gender gap is real. There are many ways to work on reducing it. However, our corporate friends constantly need the quick fix and go for a shallow, misguided approach that is destined to fail – and Animee WILL fail – rather than spend the hard slogging hours turning women toward beer by producing good beer.
The whole pink thing is a sad omen for where the big boys are going in the next couple of years. I know it won’t affect most of us, as we have long since abandoned the corporates, but we cannot lose sight that 95% of beer drinkers stick to the big boys. Which is not to mention those who are beer-uncertain. They still matter. And when the big boys do stupid stuff like this, it affects us all.
Fight the pink!!
August 26, 2011 at 2:47 PM
Hey, if men like the flavor “cold”, then women must like the flavor “pink”. Makes perfect sense if your marketing department is made up of 4-year-olds.
August 26, 2011 at 3:06 PM
I got my mom hooked on sour beer over the last year. She has never been much of a drinker, I don’t remember her ever drinking beer prior to this, maybe the odd beer and clam in the summertime 20-30 years ago. Her fridge is now stocked with fruit lambics from Lindemans and Boons (pretty much all you can get around these parts), but prefers my homebrewed flanders red, and we share bottles of Cantillon on special occassions now instead of red wine. I remember letting her try some of my Flying Dog Gonzo Imperial Porter a few years ago, which shocked and impressed her… she had no idea beer could offer such flavours.
My wife has also become a serious beer connosieur. She absolutely loves dark malty beers, preferably not too bitter or harsh (Bushwakker Sodbuster Brown, Wild Rose Brown and Breckingridge Vanilla Porter are her 3 favourites), and she also likes hoppy beers that again aren’t too bitter (Alley Kat Full Moon is up her alley). She has recently taken over half of the beer fridge with HER BEER. She loves my recently brewed 10% silky smooth RIS, and she just stocked up on more Charlevoix Imperial Milk Stout.
Both of these fine ladies were willing to give better beer a try because I thought about what they already liked (my mom has always liked tart and sour fruits such as lemons and cherries, while my wife is a huge fan of rich, nutty, chocolate desserts), and then got them to try samples of beers that were somewhat similar in profile.
My friends and family think it is the coolest thing when I bring out the sample glasses and some crazy beer to share. It is a relaxing, no pressure social event, and with the small samples, they don’t feel they are wasting the beer if they don’t like it. And guess what? This works for women AND men.
Trying to get women to like “beer” by producing “girly” coloured beer is nothing short of stupid, insulting and lazy. It is just another way of Molson Coors trying to get in on the alco-pop market.
August 26, 2011 at 5:46 PM
I’m there like a finely-pressed dry-cleaned pink shirt.
August 28, 2011 at 5:15 PM
Wow, this IS a new low.
Its not April 1 so it must be true…sheeesh. Can’t wait to tell the boys about this one.
August 28, 2011 at 8:55 PM
Mark has the right concept! Figure out what tastes and foods that people, (men and women) like and find the beer that will meet their needs.
I have never believed that there are gender specific beers or the need for them.I know as many men that prefer pilsners, and fruit beers as I know women that want bold IPA’s and heavy stouts.I am one of them!
Molsons, Alexander Keith are getting desperate. They should really just stick to what they do, make crap beer.
January 1, 2012 at 1:33 PM
just a thought on the pink. while not a fan of the big boy marketing if there was a dreaded six letter C word connection to the color then i would make a pink beer tomorrow