Coors beers woo women

28 August, 2008

Coors Brewers is planning to launch a rosť version of its Kasteel Cru, the speciality lager made with Champagne yeast.

The company is also planning a UK launch for Blue Moon, a Belgian-style wheat beer that has a cult following in the US and Canada, where it is brewed by Molson Coors.

Both brands are being trialled in selected parts of the on-trade, with planned full launches for Kasteel Cru Rosť in September and Blue Moon in November.

Kasteel Cru Rosť gets its pink hue from the addition of "elderflower and other fine ingredients" from the Alsace region where it is made.

The brand is being used as part of Coors' drive to recruit women drinkers to beer through a programme internally named Project Eve.

A statement from the company said: "Having established itself as a sub-category within the wine sector, we are now seeing the rosť concept transfer into other categories, such as cider and lager.

"Producers have taken the main liquid and enhanced it by adding natural colours and flavours to create a more appealing product in taste and appearance, with the objective of attracting more female consumers."

Blue Moon is currently being tested in the on-trade.

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