The three-week city tour starts tomorrow (7 December) and is targeting 18 to 35-year-old females in offices across the UK, including London, Birmingham, Manchester and Leeds.
The campaign is part of Molson Coors’ ambition to make beer a "real choice" for female drinkers, who currently make up 17% of its market.The beer comes in three flavours: clear filtered, crisp rosé and zesty lemon.
Women will be encouraged to go online to a dedicated Animée campaign micro-site, where they can win everything they need to host their own Animée tasting at home, with special party packs that include iTunes vouchers, hair, make-up and other beauty products.
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