Coors forms 'Project Eve' unit to bolster beer sales to women

by Gemma Charles, Marketing 27-Aug-08, 10:00

LONDON - A report from the British Beer and Pub Association showed that pubs, bars and restaurants sold 144m fewer pints between April and June this year than over the same period last year, sparking a rash of headlines proclaiming, 'Beer sales at lowest since Great Depression.'

Rather than crying into its beer at the gloomy stats, however, Coors Brewers is indulging in some fresh thinking. It has established a business unit aimed at persuading women to buy more beer by coming up with new products and marketing initiatives.

Mark Brumby, leisure analyst at investment bank Blue Oar Securities, understands why Coors is strengthening its focus on women. 'The future for pubs is about women. It's about food, families and females,' he says.

The Coors unit is the brainchild of Mark Hunter, the brand's chief executive. He left his role as marketing director of the UK operation in 2005 to take up a commercial position with Coors subsidiary Molson Brewing Company in Canada. He returned late last year full of ideas on how to shake things up on this side of the Atlantic, such as the roll-out of this unit, which is operating under the title Project Eve.

The group comprises seconded Coors employees - all women - from departments across the company. From 1 September they will leave their positions to work full-time on Eve.

Kirsty Derry, one of the Eve members, says the central question they were asked to unpick by Hunter was, 'Why don't women in the UK drink beer?' In South America there are two female beer drinkers for every three males, while in the US one in four women drinks beer. Yet in the UK, only 10% of women define themselves as beer drinkers.

Derry and the group have spent the past few months investigating this trend. She says the findings are not revolutionary, but have provided them with a firm launch pad.

The research showed that women are put off beer because of its high calorie content, presentation in pints, and their belief they will not like the taste. Armed with this information, Coors has been trialling beer-based cocktails in selected trade outlets. It has also launched a rose version of its Kasteel Cru brand, and later in the year will introduce a wheat ale called Blue Moon.

Derry admits that Project Eve has raised a few eyebrows in Coors' male-dominated marketing department. She says her colleagues are supportive, but doubt that women can be swayed away from wine and spirits-based drinks.

Debbie Hearne, project manager at drinks marketing specialist Box Marketing, also has her doubts. 'I can't see beer cocktails. They are spirit-based for a reason. A cocktail ingredient would flatten a beer,' she says. Hearne adds that sexist beer ads over the years have also contributed to putting women off beer. However, she agrees that new products and a focus on feminising the way the drink is served is the way forward.

Fuller's brand manager Clare Draper has responsibility for its Organic Honey Dew beer, which is popular among women. She is supportive of Coors' actions. 'I think it helps that the market is moving that way, with the number of premium beers coming through,' she says. Draper adds, however, that sampling will be key.

Although the task facing Eve looks nigh-on impossible, it has been proved that innovative thinking, as illustrated by Magners and its pioneering of the over-ice cider category, can transform a market. As Eve goes full-time it will no doubt be watched closely by those inside and beyond Coors to see whether it creates the next big thing or the next big flop.

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