Is there a market for beer brands aimed at women?

Several executives shared their views on the market for beer brands aimed at women. Jane Asscher, managing director and chairman, 23red, said that aiming a product solely at women is fine in female-specific categories, but outside of these it is far more problematic. The advertising inevitably descends into the kind of gender stereotypes to which women are so often subjected. However, Will Ghali, marketing director, Cobra Beer, said that there's definitely a beer market for women, with potential for significant growth, too. The key to success is to understand what female drinkers want from a beer and why brands have so far failed to capture their attention.