Tech | March 19, 2009 | 3 comments

Coors "unleashing women's love for beer" with BitterSweet

source: http://news.bitchbuzz.com/bittersweet-unleashing-womens-love-for-beer.html

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abbym0308
Coors Brewing company has just launched a massive market research campaign under the guise of the BitterSweet Partnership - a group for beer loving women who want to dispel myths and breakdown barriers that are preventing women from "unleashing their love of beer."

"From education programmes about the benefits of beer through, to developing products designed specifically for their female beer drinker's taste buds, BitterSweet want create initiatives to improve the serving and drinking experience of beer for women. The research and information gained by BitterSweet will lead the way in changing how Coors brands engage with women in the future."

I'm sorry, what? Since when have there been barriers preventing women from drinking beer? I have a feeling that Coors is creating these "myths" by saying they exist and using them as a way to draw in women. Their mission taps in to all the stereotypically female things like "sharing" and "discovering" and being "real."

What do you think about this campaign? Do women really need a brewing company to help nurture their relationship with beer?
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3 comments // Coors "unleashing women's love for beer" with BitterSweet

  • Kristy_BitterSweet_Partnership
    • 0
      Kristy_BitterSweet_Partnership  

    • Kristy from BitterSweet here, thanks for picking up on us.

      Just wanted to clarify that we conducted research of over 2,000 women to get their thoughts and found that there are very real barriers and myths that exist around women and beer. We found that a third of women in the UK enjoy drinking beer, but feel uncomfortable and embarrassed to order beer outside of music or sporting events. 42% of those polled think the industry should change its advertising first and foremost, if it’s to make beer more appealing to women –and it’s not a taste issue, as only a quarter (26%) said the taste should be altered.

      The BitterSweet Partnership has been set up to address the fact that the beer industry has ignored women, and gain insights from women throughout the county to start giving them exactly what they want when it comes to beer – so it’s great to get feedback. You can see a full copy of the ‘Love Beer’ research report on our website www.bittersweetpartnership.com

    • 3 years ago
  • matlaroche
  • aljones
    • 0
      aljones  

    • when i'm in the mood for drinking beer it's not the kind of mood that makes me want to look at pretty swirly love hearts. This does nothing for me.

    • 3 years ago
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