Carlsberg Copenhagen: This Beer Matches My Outfit

With the light color palette and clean lines of their newest beer, Copenhagen, Carlsberg looks to entice the quarter of all beer drinkers who are female. While the idea is a good one (why let a quarter of your market fall by the wayside?), this is an actual quote from the company’s innovation director:

“There may be situations where they are standing in a bar and want their drinks to match their style. In this case, they may well reject a beer if the design does not appeal to them.”

Yes, it must be that common “this alcohol doesn’t match my outfit” dilemma that turns many women away from beer. Not the ads portraying them as keg-providing robots. To give Carlsberg credit, though (and Fast Company makes the good point that the company is based in Denmark, one of the world’s most gender-equal countries), the packaging is beautiful—and not pink!

The “androgynous” drink, according to Adweek, won’t make an appearance Stateside—and let’s just point out that beer, not having a sex, gender, or any human biology really, would have a hard time looking androgynous—so it won’t be the new must-have accessory for American women.

Being unable to test it ourselves, we’ll have to address our European counterparts for the answer to the deciding question: How does it taste?

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April 13, 2024
by Mary Lou Quinlan

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