Is Normal Beer Too Manly For You? Carlsberg Develops ‘Gender Neutral’ Brand

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Scandinavia is no stranger to gender equality in the boardroom. But now Danish brewer Carlsberg is putting the ale into female with its new gender neutral beer.

The beer ensures lager loving ladies (and their metro-sexual counterparts) won’t get left behind. And with its sleek design and “natural ingredients” of wheat malt and rice, who can resist? Dubbed “Copenhagen”, the beer has just 4.5% alcohol and is branded for a sophisticated and international jet-set audience.”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.

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NewsFeed wonders what Mad Men’s Don Draper would think of it. Remember when Don uses wife Betty Draper as a focus group with Heineken after his agency changed the display?  If advertising is all about desire-making, and this brand surely has thought about it, Don very well may give Copenhagen its seal of approval. Especially since women make up 25% of the beer-drinking market and are largely overlooked in beer ads. ‘

For the moment, Carlsberg has no plans to launch the beer in the U.S., but will be available in Denmark followed by the rest of Europe. When a taste of Copenhagen hops over the pond, NewsFeed will no doubt be the first in line for a sip. In the meantime, we’re stuck wondering — was regular beer for men only? We seemed to have missed the memo.  (via Jezebel)

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