Helen Pyman, global marketing development director at SABMiller, said that although the activity so far had been confined to local markets, attracting women drinkers had now moved up the priority list in every market. 'We have done local initiatives, but now we are looking at what can be done internationally,' she said.
The company had previously rolled out a women-focused brand called Redd's in several Eastern European countries, including Russia. Redd's has an ultra-feminine positioning and has been linked to fashion and nightclubs.
In the US, SABMiller has already rolled out Miller 64, which it claims is the lowest-calorie beer in the world.
The move by the company, which is the second-biggest drinks company in the world, comes as Coors Brewers launches a unit called Eve aimed at producing products and marketing initiatives to persuade women to drink beer.
According to Coors, in the US one in four women drink beer while in the UK only 10% of women define themselves as beer drinkers.
In the US, pop star Jessica Simpson recently agreed a deal with a new 'healthy' beer brand. She will star in TV ads for Stampede Light Plus.
This article was first published on Marketing