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Will ladies land on Blue Moon?

Posted in Advertising, Marketing, Branwell Johnson, Latest reporters' blogs July 23rd, 2008 by Branwell Johnson

A beer for women? Haven’t they got enough of their own specially targeted drinks from Malibu to WKD and other “ready-to-drinks”? Not to mention gender neutral beverages, such as Magners.

But Coors UK thinks there is a gap in the market to be exploited so out comes Blue Moon, described as an unfiltered Belgian-style wheat beer spiced with coriander and orange peel that will be steered towards women.

Now, I know women drink lager and beer but I’ll make a sweeping generalisation and suggest most of them are, how shall we say, not very discriminatory about which lager or beer. I’ll wager the female membership of Camra is small. And if you watch beer or lager ads they are very much targeting men with examples of male camaraderie (Carling) or surreal wackiness of a male bent (Grolsch, Becks and Coors).

How will Blue Moon be marketed? It’ll be interesting to see if the marketing veers towards gender neutral so as not to alienate any blokes who do want to try the brand. In the US the beer is not aimed at any one demographic and even advertised in Men’s Fitness magazine.

However, in the US they do stick a slice of orange on the glass though and maybe the idea is to convince women they will be drinking a fruity cocktail of some kind.

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