Mirella Amato. As organizer of Toronto’s chapter of Barley’s Angels, a girls-only beer club, she knows that women can appreciate the beverage just as much as men if given a chance. So, how can breweries get women more into beer?

">

Molson Coors to launch a pink “beer” for chicks


Published:

It’s no surprise that women seem to be less into beer than men. While ads rife with midriff-bearing women are appealing to some, they can make it seem like beer is exclusively a man’s drink. “They’ve got to go,” says Toronto beer specialist Mirella Amato. As organizer of Toronto’s chapter of Barley’s Angels, a girls-only beer club, she knows that women can appreciate the beverage just as much as men if given a chance. So, how can breweries get women more into beer?

Molson Coors has proposed one rather interesting solution to the conundrum: make a beer that’s dainty. Or, in this case, a beer that’s pink. Like, literally pink. The beer company recently announced the release of Animée, its female-oriented “beer,” in the U.K., and it will come in three flavors: clear filtered, crisp rosé and zesty lemon. The only thing missing is a free pair of high heel shoes with each purchase (and maybe a couple of pretty horsies on the label).

How femme-fastic is it really, though? The Guardian’s Melissa Cole gave the beer a try and had this to say about it: “If anyone can identify anything even approaching a normal beer flavor in any of these drinks I’ll eat my hat.”

And while Amato hasn’t tried it yet (she is curious, though, about its purported bloat-resistant properties), she’s convinced that “flavour is key” in winning over the hearts of the ladies. Aesthetics alone aren’t going to cut it. Perhaps — and here’s a radical suggestion — brewers could starting marketing beer for its flavour, or highlighting the foods that complement different beers.

“The solution is not to get a buff guy inviting me to beer camp,” she says. “Everyone has a different taste. Trying to pigeonhole women — I don’t like it.”

Edit Module

Follow us on Twitter @PostCity for more on what to eat, where to shop and what to do in Toronto.

Edit ModuleShow Tags

You may also like...

Tapas Journey: A tapas primer ahead of this August's festival

Tapas Journey: A tapas primer ahead of this August's festival

In a few days we will be officially unveiling full programming details for Estrella Damm's first Tapas Journey festival, which takes place from August 14 to August 23. For 10 days, 20 local restaurants will be featuring a special ‘tapas’ menu to celebrate Spanish food and culture.
Posted 12 hours ago
Lunch Pick: Curry udon from Manpuku on McCaul

Lunch Pick: Curry udon from Manpuku on McCaul

We went with the recommended beef version of the curry udon, which sees tender hunks of beef along with carrot and potato piled atop a mound of udon noodles.
Posted 2 days ago
Restaurant Update: Otto's Doner, Smoke's Weinerie, Maman, Union outdoor market extended

Restaurant Update: Otto's Doner, Smoke's Weinerie, Maman, Union outdoor market extended

As the summer heat kicks in and with the Pan Am games still in session, the Toronto dining scene has seen a fairly quiet week. Street food is the main focus at two new restaurants that opened up shop.
Posted 6 days ago
Preview of Toronto’s first Tapas Journey festival this August

Preview of Toronto’s first Tapas Journey festival this August

This summer, we’re celebrating August by having even more fun than usual. Post City has partnered with Estrella Damm, the well-known beer of Barcelona, to act as exclusive media partner for Toronto’s first Tapas Journey festival.
Posted 7 days ago
Edit ModuleShow Tags Edit ModuleEdit Module