Tapping the female market has long been the Holy Grail for beer marketers in an industry desperately in need of extending its consumer base. Despite many high profile failures, the
world’s second largest brewer SABMiller is convinced it has the right marketing brew to woo women. The Peroni maker says shifting the image of beer among females could take up to
20 years but believes there is an untapped thirst that has been ignored to date. SABMiller sees female drinkers as a key beneficiary of its bid to attract more consumers.
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