When it finally became clear to the beer industry that sales to men were slumping, and that the biggest untapped market was women, they began to think about how to capture these increasing significant dollars.
Once they realized this important market segment was key to increased profitability, they stopped using scantily-clad women to advertise their products. However they still faced two major hurdles:
- How to market their products successfully to women?
- How to improve the taste so women liked it?
Both the UK and US are struggling with this issue, but are hopeful they will find the key to unlock this valuable market segment. Coors has created an operation, which they have named Eve, that’s sole mission is the development of beer brands and marketing strategies that will appeal to women. A joint venture between UK-based SABMiller and Molson Coors (MillerCoors) produced a new beer MGD64, with just 64 calories per 12-ounces to appeal to weight-conscious women.
Will these ploys work with women or does the beer industry need to finally hire consultants that specialize in marketing to women, and actually know what women want and will buy?