The Week: Brand news - Coors eyes female market

Coors is aiming to attract women drinkers by launching a series of products.

The brewer will kick off by trialling a beer called Blue Moon, which is already available in the US, in selected London pubs. Coors has established a separate business unit, called Eve, to develop the brands and their marketing campaigns and to focus on promoting beer-based cocktails and the marketing of its existing brands, such as Coors Light, to a female audience.