When it comes to our drink of choice, we're much more partical to a nice glass of Lafon-Rochet Bordeaux than a pint of lager - but one brewing company is hoping to change our drinking habits by launching a beer aimed specifically at women.
Taking on board feedback from females about their experiences of drinking beer - including how its gassy nature leaves many feeling bloated (never a good look when you'r wearing a particularly tailored outfit), as well as it's unsophisiticated image - brewing company Molson Coors are set to introduce a new brand of the frothy stuff targeted at women. The elegantly-named Animée (above) launches this autumn and comes in three distinctly non-beer-sounding flavours: clear filtered , crisp rosé and zesty lemon.
In what must have been a tough research mission, the inventors behind Animée have spent nearly three years and £1million exploring the relationship between beer and women. Using sophisticated-looking bottles and fresh, sweet tastes, they want to dispel the perception that all beers look and taste the same.
Kristy McCready, communications partner at Molson Coors, said: “Women are an essential part of future growth for the beer industry and can no longer be ignored. We need to repair the reputation of beer among women by launching products that meet their needs. The result is Animée, which we see as an exciting opportunity to break down the barriers between women and beer. The brand plan and the product design are feminine and sophisticated without being patronising."
What do you think - would you give Animée a try, or will you be sticking to your glass of vino come pub-time? Let us know in the comments section below.