Women are a largely untapped market when it comes to beer sales, but Carlsberg Europe want to change that, introducing their new Copenhagen Beer, designed to appeal to the “modern” woman.
Carlsberg don’t want to appeal to our sense of taste however, nor our health-conscious side with a low carbohydrate beer, not our sense of economy with a cheaper beer, they want to appeal to a woman’s style.
Carlsberg believe that the sleek look of the bottle, and the light, clear colouring of the beer will drive fashion-conscious women to drink it when out and about- instead of choosing a beer she would have liked but that unfortunately clashed with her outfit.
“We can see that there are a number of consumers, especially women, who are very aware of design when they choose beverage products,” Jeanette Elgaard Carlsson, international innovation director at Carlsberg, says on the brewer’s website. “There may be situations where they are standing in a bar and want their drinks to match their style. In this case, they may well reject a beer if the design does not appeal to them.”
Carlsberg say they want to target a style-conscious, young audience for whom aesthetic is every thing, and who judge and expect to be judged on the stylishness of their beer.
While an appealing bottle design will no doubt draw women to the beer, it is evident Carlsberg over-estimates women’s obsession with looks and what others think of them.
In reality, most women would agree that we don’t need a beer that matches our outfits- and a beer appealing to our tastebuds will always win out over an average beer in a pretty bottle.
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