Female drinkers have been proven to baulk at beers that are overtly targeted to them, according to Carlton & United Breweries (CUB).
CUB has launched the Peroni Piccola, a 250ml serve in a sleek embossed bottle the brewer expects will appeal to men and women alike.
History is littered with many examples of beers that have specifically targeted women, says CUB’s Tim Ovadia, head of brands – craft & Australian premium.
“Over history it’s always failed,” he told Australian Brews News.
“Fundamentally our insight is that women want to be included in drinking occasions, not to stand out in drinking occasions.
“To be able to do that, you need to design good looking products that appeal to men and women and are inclusive in nature.
“We think the Piccola bottle design and concept fits with that. We know that women appreciate design, and we also know that they have a preference for smaller pack formats,” he said.
Peroni is usually brewed locally by CUB, however Piccola will be fully imported from Italy.
Ovadia stressed that this is only because CUB’s packaging line is not designed to handle the 250ml format.
“We stand by our view that fresh local beer, ideally is the best local beer you can get,” he said.
Peroni Piccoli will be available in premium restaurants and bars, as well as select events across Australia from June 2015.