A new range of beers aimed at women will hit shelves this autumn in the first launch from the BitterSweet Partnership, the female-focused arm of Molson Coors.
The products have yet to be finalised but will appear under one brand name.
The brewer is aiming to launch a range of three beers initially, with scope to expand over time.
The decision to launch a number of beers rather than a single product was made as it was felt that there needed to be a spectrum to appeal to different drinkers and occasions, to properly tackle what is a diverse market.
"Not all women are the same so we knew this couldn't be a one-size-fits-all approach," said Simon Cox, independent on-trade director at Molson Coors.
New ways of serving the beer, including different glassware, will form part of the brand strategy, he said.
Cox also promised a new focus on Grolsch this autumn with a slight repositioning of the brand to move it back to its premium roots.
"We still sell a lot of it, and Grolsch Blond is doing particularly well, but I think it would be fair to say we hadn't managed elements of the brand particularly well and there is more opportunity there," he explained.
Cox added: "It is a long-term decision and we're prepared to take a hit on volumes in the short term if that's what it takes."