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Coors is in the process of launching a series of products aimed at women.
It is a bold attempt, which many have tried before.
The brewer has set up a separate business unit code named "Eve" and will introduce a beer called Blue Moon, and a rose variant of its Kasteel Cru brand. Both will be marketed towards women, along with its existing brands, including Coors Light.
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This will be interesting, as Coors currently has a Blue Moon beer (a Belgian whitbier) which it originally launched in its Coors Field-based Sandlot microbrewery years ago. It sells pretty well, which makes me wonder what they'll do with the original Blue Moon...rename it? Or just (pardon the pun) can it?
Posted by: notchcode | Thursday, August 21, 2008 at 07:46 PM