Should Molson Coors have been surprised by the shitstorm that followed the announcement it will launch a clear beer as part of a drive to increase the number of women lager drinkers in the UK?
I gotta think they could have been better prepared, but it might have taken supernatural powers to plan for the double blast (as in two barrels of a shotgun) that Melissa Cole and Ashley Routson delivered, then the comments that followed. Go look. I’ll wait.
Stephen Beaumont adds more the the topic so I’ll keep it brief. Recent studies have found men and women perceive some flavors and aromas differently (make that some men and women, because there’s nothing universal about these perceptions, so they very from man to man, from woman to woman). For instance, men (in general) are more likely to describe the aroma of Citra, a new-ish hop prominent in Sierra Nevada Torpedo, as “tropical fruit.” Women are more likely to find it “catty” (as in cat piss or liter box).
Should brewing companies — and it’s generally the largest ones that have the money to finance such research and make those changes — design beers to appeal those preferences? Should they draw up marketing campaigns with that in mind?
And a few more links since you made it this far . . .