When you think of beer, chances are good that you picture a group of guys laughing and enjoying a cold one. This has been the predominant image of beer for a very long time – it’s almost always equated with the masculine sex. However, things are changing thanks to some brewers. Carlsberg is now offering a “genderless” beer for example. What’s the beer like and what’s behind the drive to make beer less masculine? Let’s tackle the last question first.
Beer Is for More than Men
When polled, most women indicate that their preferred alcoholic beverage is wine, with less than 27% of women claiming beer as their preferred beverage. More than half of all men claim beer as their drink of choice. If you knew nothing about previous trends in the US, you might think that 27% of female drinkers was a rather small portion but that’s not the case. More and more women are stepping up and showing their love for beer and beer companies are beginning to take notice of the fairer sex finally.
What’s Carlsberg Got on Offer?
So, how is Carlsberg attempting to change industry trends and draw more female drinkers to the fold? The answer is a new beer introduced recently. Named Copenhagen, the beer will be marketed toward both men and women and according to the company, will be intended for those “who appreciate a refreshing taste delivered in a stylish design.” What does all of that mean?
The first thing that you’ll notice is the label design. The labels look more like those found on bottles of wine and similar products rather than the traditional beer label designs featured on other major brands. The bottle design is a little different too. It’s also more akin to a wine bottle than a standard beer bottle (especially considering that it’s clear in color).
Finally, you will find that the beer is sold in 4-packs instead of 6-packs. The company says that all of the packaging considerations are to help the brew appeal to a wider range of consumers (both men and women). However, there’s more here than just unique labels and bottle designs. You’ll also find that this beer lacks the bitter aftertaste found with most other brews. This was a conscious decision to appeal to younger drinkers who often opt out of beer because the aftertaste. Copenhagen will be available in Denmark this year and throughout Europe in 2012, but there’s no word on when it might hit the States.