Carlsberg Aiming @ Next Big Beer Market: Women

Interesting marketing news and what I suspect will lead to even more interesting products coming from Carlsberg today as they set their sights on the female market.  I’ll be very curious to see what exactly Carlsberg thinks women want in a beer.  Details from Fast Company:

COPENHAGEN–Jorgen Buhl Rasmussen, the CEO of brewing giant Carlsberg Group, says the big beer industry has grown stale when it comes to innovation, and altogether too comfortable with its staple consumer: sports-loving dudes.

“The beer category has been suffering in terms of image. In the last 10 to 15 years, it is often connected with drunken people on the street sitting with beer cans,” he says. While the craft beer trend has been injecting new life into the beer market, it is also still too male-oriented. Men still buy 74% of lager beers, according to Datamonitor. For Carlsberg, men buy 80%. “We can and we must come up with more products that are appealing to females,” Rasmussen says.
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