A gender-neutral beer
Women account for 25 percent of the beer-drinking market, but most brewskie companies’ advertising strategies stick to targeting dudes with bikini-clad sexpots and calls to “Man Up!”.
Danish brewer Carlsberg seeks to shift the focus off dudeism with the world’s first gender-neutral beer. The Copenhagen brew boasts a sleek, modern design that appeals to stylishly-conscious fellers and ladies.
Carlsberg’s international innovation director, Elgaard Carlsson, explains the philosophy behind the bottling on the company’s website: “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”
Full story at AdWeek.
