Despite the vast size of the worldwide beer market, from the commercials out there you'd think that only straight men enjoy a cold brew—right? But for whatever reason, efforts to start marketing to non-straight male sensibilities are really ramping up. First there were those queer beers for boys who like boys who like their beers purple, and now Carlsberg has gone and announced a new beer, Copenhagen, aimed with women in mind. The wheat and rice beer, which the company calls "a real alternative to white wine and champagne," is the brewer's attempt to tap female consumers, who make up an estimated quarter of the market.
Most important to this new beer, apparently, is style. Announcing the brew, Carlsberg emphasizes how well it will match your outfit: “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," explained the company's International Innovation Director in a release. "The consumer surveys that we have conducted in Denmark show that 98% of the target group finds Copenhagen exciting." Beer that won't clash with your style! Aren't you excited?
The new beer has a 4.5 percent ABV and initially will be rolling out in Europe this year. No word from the company on when it will reach our shores. In the meantime you can get pumped by watching what a beer ad aimed for women looks like: