Carlsberg Launches a New Beer for Women (and “Stylish” Men)

I’m not sure why I find this vaguely insulting, but I do.  Carlsberg Brewery has launched a new beer called Copenhagen they say is tailored to the tastes of women (and “stylish” men).  It has been crafted specifically for those who don’t like the bitterness of beer, which sounds like code for “those who don’t like beer.” 

From the press release:

“Many young people aren’t keen on the bitter aftertaste of beer. … We have created a highly drinkable beer with a balanced taste – a real alternative to white wine and champagne,” said the company’s VP of marketing, Kirsten Egidius.

So basically they’ve reinvented the wine cooler or a darker Zima.  This should end well.

Another empty suit with a silly title says it’s all about the bottle.  Of course it is:

“We can see that there are a number of consumers, especially women, who are very aware of design when they choose beverage products. 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,” Jeanette Elgaard Carlsson, international innovation director at Carlsberg.

I’ve got news for you Jeanette: If they reject holding a beer because it clashes with their “style,” that’s a choice that goes deeper than the bottle – they are  rejecting the proletariat nature of the beverage, and a fancy BMW-inspired bottle won’t change that. Of course Jeanette’s target audience sound like a bunch of status-obsessed morons, so maybe a beer that matches their purse is just the ticket.

If you needed any more proof to show how far the once innovative Carlsberg has fallen, look no further than Copenhagen.  Bottoms up ladies (and stylish fellas).






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Craft beer nerd, frequent beer blogger and occasional home brewer.

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29 Comments on “Carlsberg Launches a New Beer for Women (and “Stylish” Men)”

  1. johnking82
    May 24, 2011 at 9:41 am #

    Jarlsberg Cheese > Carlsberg Beer. As a stylish man, I wouldn’t drink this.

    • May 24, 2011 at 9:43 am #

      You just got married, which I think is an indication that you’re not “stylish” enough for Copenhagen, John.

  2. May 24, 2011 at 9:42 am #

    I just threw up in my mouth a little bit. Nauseating on many levels to me…as a woman, as a beer drinker (and wine drinker), and as a professional in the field of advertising/marketing/packaging design.

    • May 24, 2011 at 11:17 am #

      Wow, the hat trick of sexist alcohol marketing! Way to go, Carlsberg!!

      • May 24, 2011 at 12:13 pm #

        Katie and Jim, I couldn’t agree more! Uhg. The packaging is nicely designed for what the product is. I’ll give them that. But why come out with a press release that spells out that you’re designing a frankenwinebeer like product and packaging it in fankenwinebeer packaging so people who don’t know the first thing about beer, or perhaps even wine (women and stylish men, apparently), will let their vanity sucker them into trying/drinking this swill. Jeebus, can’t this multi-million dollar organization come up with a better press release spin on the product than that? Who are they paying to write this shit. Yikes.

  3. May 24, 2011 at 9:47 am #

    um, yeah, so…not so much….I did love drinking Carlsberg on the beach at Thailand ’cause it only cost a quarter but this is a New Low. REAL WOMEN DRINK (real) BEER you ass hats…
    love and kisses
    A2 Beer Wench

    • May 24, 2011 at 11:18 am #

      You got that right – I don’t like girls who don’t like beer (except those who I do like who don’t like beer).

  4. May 24, 2011 at 9:50 am #

    Whole-heartedly agree, on many points. And as I was recently one of those “young people” who wasn’t “keen” on the taste of beer, I can say that if you don’t like beer, and you drink this, you aren’t likely to start liking any real beer. Stick to your girly drinks, leave the beer for those of us who want it!

    • May 24, 2011 at 11:19 am #

      I think most women who don’t like beer have that opinion because they haven’t had GOOD beer. There are some who will never get into it, but this is just pandering BS. It’s Rolling Rock for girls!

  5. May 24, 2011 at 10:05 am #

    So, they’re selling an under-fermented beer? Fuck, I know plenty of homebrewers who do that all the time. Give us fancy bottles and we’ll show you something. What’s really funny about the marketing guy going on about the stylish bottle is that I was thinking they should be pouring their beers into a glass the whole time. Then I figured you might as well pour this one down the drain and opt for something that tastes like beer.

    • May 24, 2011 at 11:20 am #

      Maybe that’s how they should market it – zero calorie beer. Order it, and the bartender will pour it down the drain for you, but don’t worry – you’ll get all the flavor that was in the bottle!

      • May 24, 2011 at 11:22 am #

        Ha! At first I thought you didn’t understand what I meant by “under-fermented beer,” but your marketing idea just might work.

        • May 24, 2011 at 11:22 am #

          If it unclogs drains, even better!

        • May 24, 2011 at 11:23 am #

          Then I might buy some.

    • May 27, 2011 at 12:08 am #

      Whoa! Language!

      Also, it’s called beerfaggotry.

  6. Don
    May 24, 2011 at 10:21 am #

    Jim will like this beer because he is a “Fancy Boy”. But another thing I noticed is that it is sold in clear glass bottles, so I’m guessing Skunky is the new style? “I’d love that hand bag, does it come in black with a white stripe down the middle?”

    • May 24, 2011 at 11:20 am #

      I’m not that kind of “fancy” Don…

    • May 25, 2011 at 9:30 am #

      I also like how they emphasize the clear bottle by shining light behind it; they might as well add the marketing line “And it now comes pre-skunked!”

  7. May 24, 2011 at 11:53 am #

    Thankfully, this seems to be limited to European fancy men and ladies. Hey, the Hoegaardeen 0.o needs some competition otherwise they’d corner the fancy men market.

  8. Andy
    May 24, 2011 at 12:27 pm #

    Let’s see if they cover all of the macro beer advertising 101…

    Frosty Bottle? Check.
    Condensation on bottle? Check
    sparkling beverage? Check

    Not the usual suspect??? Refreshingly different????

    I bet it’s a watered down corona

  9. May 24, 2011 at 1:14 pm #

    To be perfectly honest, as a former resident of the US Deep South, there’s no way I’d drink ANYTHING labeled Copenhagen. Seriously. Eewwwww. Aside from that is the fact that I’m totally insulted by the idea that I can’t look stylish and drink my Arrogant Bastard at the same time. Asshat morons, indeed.

    • May 24, 2011 at 1:32 pm #

      Yes, down there Copenhagen is what you spit into bottles!

  10. May 24, 2011 at 1:58 pm #

    It’s about money and nothing else. It’s pandering to niche markets that really could give two shits about beer in the first place. Another example I found is out of Mexico… beer targeted towards homosexuals. (Too bad it ain’t named Schmitt’s!)

    Let the beer be beer, dammit.

    • May 24, 2011 at 2:10 pm #

      Ugh. Another case of insulting the group you’re pandering to by clearly showing you see them as a “target demographic” and not an actual person, like they think “hey, the gays have disposable income and go out a lot, let’s make a beer just for them! They won’t find it insulting or anything…” I’ve never heard anyone say “I wish this beer were gayer.”

  11. May 25, 2011 at 9:11 am #

    The applification of beer packaging has begun.


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