Beer for women, in cocktail form

Pubs who want to get more women through the doors may find a solution with beer cocktails, the latest concept from the BitterSweet Partnership.

The beer cocktail range, which is being trialled at the Dial Bar in Burton-on-Trent, includes combinations such as 'Kru Woo', made with peach schnapps and Kasteel Cru, and 'The Chocolate Moon', with Blue Moon. The Dial, which promotes the cocktails every Wednesday, has recorded an average 26% increase in beer sales as a result, according to the company.

"We constantly try to offer something different, so when Bittersweet Partnership approached us to help develop beer cocktails we jumped at the chance," said Dial Bar director, James Weekes. "Our weekly cocktail nights are a great success and I am confident that there has been a positive impact on overall beer sales."

The BitterSweet Partnership was launched by Molson Coors Brewing Company (UK) earlier this year as part of its plan to make beer a more appealing choice for women.

"We've spoken to a lot of women to find out what they want from a drinking experience," said BitterSweet MD Kirsty Derry. "Amongst other things, image is hugely important. The sense of theatre you get with cocktails is engaging and shows women that beer doesn't have to just be about pints - the fact that they've been so popular is proof that UK women aren't shunning beer and are keen to find out, and taste, more."

"Beer cocktails are ideal to get women talking about beer and considering it as a drink option. Glassware is crucial - just as you wouldn't serve champagne in a mug, don't dismiss the value of serving a beer in a beautiful glass. We'd also like to see more bars taking cues from the wine industry and telling the story of a beer's provenance to show how diverse the category is."