BitterSweet Partnership for Coors new female beer brand
Coors Brewers is looking to remove the gender imbalance that exists around beer with the launch of a new beer brand aimed at Scottish women.
BitterSweet Partnership, a multimillion pound business has launched as Coors brewers looks to engage with female consumers.
Run by women for women, the company will gain insights from women throughout the country to start giving them what they want – from education programmes about the benefits of beer through to developing products designed specifically for their taste buds and initiatives to improve the serve and drinking experience. These insights will lead to new initiatives from BitterSweet and inform the way Coors Brands engage with women in the future.
Kirsty Derry, managing director of BitterSweet Partnership, said; “The industry has for too long ignored and even alienated women - our job is to redress this balance. BitterSweet Partnership is here, first and foremost to listen to women, to dispel the many myths associated with beer, to develop products designed with the female palate in mind, and to change the buying and drinking experiences for them. We love beer, and we’re looking forward to the day when beer becomes an aspirational choice for women.”
BitterSweet Partnership has launched a dedicated website in order to collaborate with women and take on board their opinions and ideals around beer.
A varied panel of experts has also been formed which will act as an independent voice for women across the UK. Commentator Janet Street Porter, broadcaster Carol McGiffin, socialite Fran Cutler, chef Allegra McEvedy and fashion designer Amy Molyneaux all sit on the panel.