E-Malt.com News article: United Kingdom: Coors Brewers to try a rosé beer as a way of attracting women consumers

Coors Brewers is planning an on-trade test for a pink version of its Grolsch Weizen brand flavoured with cranberry juice, the Morning Advertiser communicated on September, 3.

Rosé beer category is growing rapidly, experts say. Grolsch Rosé is already on sale in its native Netherlands.

The beer has an abv of 4%, compared with 5.3% for the Weizen wheat beer.

Coors is keeping the UK test low-key but confirmed it would probably appear soon in 20-30 pubs, most likely in London, on draught.

Grolsch Rosé is perceived by the UK brewer as an additional way of bringing more women into the beer category, under its Project Eve business unit.

Michal Rabiej, a member of the Grolsch team at Coors on secondment from the Dutch brewer, said: “Rosé has made the wheat beer market in the Netherlands grow by 10 %.”

Coors is already running trade tests on a rosé version of its Kasteel Cru Champagne-yeast beer and Blue Moon, a Belgian-style White beer from Coors in the US, served with a slice of orange garnish.

Full launches are expected for both before the end of the year.

Coors has been rapidly expanding the Grolsch range in the UK, with the introduction of Weizen in 2007 and Grolsch Premium Blond this year.


04 September, 2008