Brands that succeed are well understood. In Canada, most people understand that Molson means beer. This idea was well reinforced by the recent Molson Canadian red fridge campaign. But is Molson missing out on a significant percentage of Canada’s legal drinking age population? Few brewers have cracked the code on marketing to women. When Molson Coors launched the female-targeted Animée to the UK market in 2011, beer writer Melissa Cole said, “We do not need to make beer for women, we need to make beer more accessible for women.” Aficionados didn’t consider Animée beer at all. It had a lemony taste and came in three colours: yellow, lighter yellow, and pink. With the launch of Molson Canadian Cider in 2013, it looks like Molson is really getting it right. No watery recipe, no cutesy name. In a press release announcing the launch, Molson did not call out women as one of the target groups. Rather than rely on traditional marketing tactics, Molson chose a more social-media driven strategy by sending a six-pack to blogger LaQuita at JustUsGirlsBlog.com, who deemed it “delicious” and encouraged her friends to try it out. While the majority of Molson’s offerings remain pretty much for the guys, it’s heartening to see the iconic brewer stepping out of line. By committing to this approach, Molson could become the first beer marketer to successfully and consistently reach women – on terms that women appreciate.
Percentage change based on 2012 valuation