Would You Buy Carlsberg's "Gender Neutral" Beer?


What’s so special about Copenhagen? Not the city, of course — we’re talking about this new brand of light beer that’s about to hit shelves from the Danish brewing company.

Research suggests that women make up at least 25% of the beer-consuming market — a target audience is that widely overlooked. From Bud Light’s “bros in crazy situations” commercials and countless other beer campaigns targeted to men, it’s kind of refreshing to see a company strive to target us gals. But the multi-million dollar question remains — will it work? Carslberg certainly hopes so. From their press release:

The beer has a light, refreshing taste, while the design is rooted in Copenhagen as an international city of fashion and design. Copenhagen is intended for modern women and men, who appreciate a refreshing taste delivered in a stylish design.
“We can see that there are a number of consumers, especially women, who are very aware of design when they choose beverage products. 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,” says Jeanette Elgaard Carlsson, International Innovation Director at Carlsberg. “The consumer surveys that we have conducted in Denmark show that 98% of the target group finds Copenhagen exciting.”

Copenhagen comes in at 4.5% alcohol by volume and happens to be brewed from “natural ingredients” of wheat malt and rice. The minimal and simplistic label, inspired by Danish design, is certainly nice-looking — but is it truly going to attract the female customers it so desperately seeks?

Copenhagen – A Danish beer with International appeal [Carlsberg Group]
Half a market waiting [Portfolio]
Is This the World’s First Gender-Neutral Beer? [AdFreak]

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