Carlsberg Copenhagen: Scandinavian-Style Equality for Female Drinkers

Carlsberg is promoting its new Copenhagen beer as a stylish, international alternative “intended for modern women and men.” But the focus is clearly on young female consumers, who are largely ignored by beer marketing.

“We can see that there are a number of consumers, especially women, who are very aware of design when they choose beverage products," Jeanette Elgaard Carlsson, International Innovation Director at Carlsberg, commented in the Copenhagen launch press release. "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."

Despite its wine-like label and female-friendly design, it’s not all about style.

Carlsberg says Copenhagen offers a “highly drinkable beer with a balanced taste” for those who don’t like the bitter aftertaste of many beers, and that it is a “real alternative to white wine and champagne.”

Unlike some beers that have been aimed at women (like Moa’s recently released Breakfast Beer, flavored with cherries), there’s nary a fruit flavour to be seen, nor any mention of calorie count.Continue reading...