Coors beers woo women

28 August, 2008

Coors Brewers is planning to launch a rosť version of its Kasteel Cru, the speciality lager made with Champagne yeast.

The company is also planning a UK launch for Blue Moon, a Belgian-style wheat beer that has a cult following in the US and Canada, where it is brewed by Molson Coors.

Both brands are being trialled in selected parts of the on-trade, with planned full launches for Kasteel Cru Rosť in September and Blue Moon in November.

Kasteel Cru Rosť gets its pink hue from the addition of "elderflower and other fine ingredients" from the Alsace region where it is made.

The brand is being used as part of Coors' drive to recruit women drinkers to beer through a programme internally named Project Eve.

A statement from the company said: "Having established itself as a sub-category within the wine sector, we are now seeing the rosť concept transfer into other categories, such as cider and lager.

"Producers have taken the main liquid and enhanced it by adding natural colours and flavours to create a more appealing product in taste and appearance, with the objective of attracting more female consumers."

Blue Moon is currently being tested in the on-trade.




Bookmark this


Site Search

COMMENT

Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
total a

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter