If I wanted water, I would have asked for water.


Wednesday, May 18, 2011

Women's Beer?

Happening on one of those extremely forgettable macro ads recently--maybe the Coors Light ad touting the temperature-sensitive labels--Sally turned to me and said, "They're not selling beer, they're selling packaging." Remember this anecdote as I relay news that Carlsberg has a new product aimed at women:
Danish brewer Carlsberg is getting set to unveil a new beer called Copenhagen, which is already turning heads for the minimal, stylish design of its bottles and other packaging. The message is unmistakable: In a category almost complete geared toward men, Copenhagen can also attract women, who make up one-quarter of the beer market.
Has the company come up with a new recipe that might appeal to women's palates? Have they made beer that will compete with wine at the dinner table? Nope. It's about the package:
"We can see that there are a number of consumers, especially women, who are very aware of design when they choose beverage products," Jeanette Elgaard Carlsson, international innovation director at Carlsberg, says on the brewer's website. "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."
This is not only depressing--but demeaning. Does Carlsberg think that the whole of women's interest in beer comes from accessorizing? Apparently, it does: "Blonde is the new black."


8 comments:

steve said...

lol @ Blond is the new black

Matthew DiTullo said...

On a positive note for beer marketed to women, Cascade Kriek was featured in O Magazine.

Anonymous said...

Was that a Corona with a Copenhagen label?

Tracy Thomas said...

The same target market as that for a sticker turning blue - not about the beer.

Dave Selden said...

I have to say, as a design professional - this label is spot on. Yes, of course the look of products we choose to associate with matters, and this is something most women would be more comfortable carrying than ... say, a Busch Light, whose packaging has all the subtlety of a sledgehammer, and skews VERY masculine.

I think it will get beer some new drinkers, and I think that's good for all of us.

Seanywonton said...

To me, making a package that is targeted towards women is certainly stereotypical, but it also works, for the most part, which is how big companies that make largely similar products get an edge up on the other ones.

But, I would also say that even formulating a recipe that is meant to appeal more to women is a bit stereotypical too. I mean, women can have as diverse a range of palettes as men can. Some dudes do not like hoppy beers at all and some gals can quaff pints of double IPA til the cows come home, so what do we really know?

Anyway...I do think that they achieved their goals with the packaging. Look at the shot that starts at 22 seconds with a close-up at the label, zooming out it looks like a wine label. The beer is the color of a pinot gris. You can't even tell it's beer til you see the cap! Interesting.

Jessyka Dart-Mclean said...

I think it's interesting that a label geared towards women resembles a wine bottle label. As a woman, I actually prefer colorful labels.

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MIX.
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