The company, which backed Animée with a GBP2m (US$3.23m) marketing campaign last year, said yesterday (25 September) that the decision came after the brand failed to connect with women drinkers. Existing brands will fill the gap left by Animée's exit, Molson Coors said.
“Animée was only one part of our plan to attract more female drinkers to beer, and attracting female drinkers remains a priority to get the category back into growth,” the company said. “We’ve found that some of our brands, such as Coors Light, Corona and Carling Zest, already attract a higher proportion of female drinkers.”
The company added: “Not all brands are successful in market and it’s important we invest in growing brands where there is a great proposition that works well for our customers and our consumers.”
The 4% abv Animée was launched in July last year, "the result of an extensive research programme that looked at why women in Britain aren’t reaching for beer", Molson Coors said at the time.
Molson Coors has recently handed Global Brands the rights to relaunch a number of its brands in the UK. In July, UK-based Global Brands brought Hooch Alcoholic Lemon Brew back after a ten-year hiatus and in June relaunched Molson Coor's Reef RTD brand after reducing its abv to 4%.
