• Marketing, Wednesday, April 14, 2010 10:43 AM

The Bittersweet Partnership, a Molson Coors business unit set up to increase the number of female beer drinkers, will be soliciting potential names for a clear beer in a bottle that it intends to launch this August, at least in Great Britain, Gemma Charles reports. Whatever the name, the product's calorie content will be a key feature of the packaging to overcome female drinkers' perception that beer is fattening.

Molson evidently tested a clear product last year that was flavored with green tea and dragon fruit, Charles writes. And an effort in the U.S. in the early '90s earned the product a place in new product guru Bob McMath's pantheon of flops. It bombed in test markets.

Separately, brewers and pubs joined forces in Britain during National Cask Ale Week recently to launch a movement called Dea Latis, after the Celtic goddess of beer and water. Its mission statement states: "What unites us is our passion for beer and a belief that it's far too good to be enjoyed only by men."

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