Coors creates Project Eve

Business unit is formed to boost beer drinking

Carling brewer Coors has set up a women's business unit in an attempt to boost the amount of beer drunk by women.

The initiative is part of a radical attempt to change the culture surrounding beer in a decade-long project. Six out of 10 women in the UK never drink beer at all, and only 13% of regular beer- drinkers are women. In Ireland, however, four out of 10 bottles of Coors Light sold are bought by women.

Coors has set up Project Eve, staffed by women, to create a much better understanding of female customers. The project talks about creating "a world where women love beer as much as they love shoes".

Coors chief executive Mark Hunter said a dedicated team was needed to really make a difference.

The decision to create a dedicated women's business unit follows the hosting of internal discussion groups around women and beer.

The groups have been populated by Coors female employees from across

company functions, including finance, sales and marketing departments — southern sales director Nicola Crisp is involved, for example.

The move to set up a women's business unit comes as Coors launches a drive to "celebrate and champion beer".

The company is aiming to "put beer back on a pedestal", obtain fair play from a tax perspective for beer and increase its level of activity on social responsibility issues surrounding beer.

Hunter became Coors UK chief executive in October last year, replacing Peter Swinburn, who was appointed as the chief executive of the Coors Brewing Company, Molson Coors' US business.

Hunter played a key leadership role in the 100% growth in Carling Lager in the UK over the period from 1996 to 2005. This included the launch of Carling Extra Cold into the UK market, which reinforced its 30 years' standing as the UK's number-one selling beer.

He also led the establishment of Grolsch as a major premium lager in the UK.