Molson Coors is set to launch a new range of beers in the middle of 2011 aimed at the female market.
In a briefing today Molson Coors chief executive Mark Hunter said the new range would be available in both the on and off trade from mid 2011. The UK business is "trailblazing" the range for the company as a whole.
He will be unveiling details of the range early in 2011 and admitted "we are talking to a number of major on-trade players".
The company has been researching the female market for 18 months though its BitterSweet Partnership initative.
The new range of beers will be made from a recipe which fights the concerns women have around drinking beer such as bloating, weight gain and taste.