Unless my interpretation’s wrong (and I hope it is) the initiative is still missing the point.

The point for marketing to ANY SEGMENT is to educate, ask them what they want, then engage them accordingly. Yes, I know we are in different countries – the premise is the same.

Authentically and accurately marketing to the market share you are pursuing.

I find the statement by this writer (if it is accurate to the Bittersweet Project’s interview here) still off target.

“…with the aim of making beer more appealing to women”

It’s not about making it more appealing; it’s about finding out what the heck they want, what they don’t want and taking it forward from there.

If they don’t find it appealing in general, this is a futile exercise. You need to ask the ‘why’ behind the ‘what’ first - before you take action so you can know what action to take.

Kristy, tell me you do focus groups expressly with women to find out what they like, what they don’t like about beer – any one’s beer, not only  Molson Coors UK. Or fly me over and we can work together to make sure the point is on target – for the women, about the women, of the women.