Imported Lagers

Danish brewer Carlsberg is hitting up what might be an under-tapped group of beer drinkers: Women — and possibly some men who just aren’t that into being manly.

Carlsberg is marketing a brand of light beer called Copenhagen. Honestly, it looks more vanilla shower gel than a beer — but maybe that’s the minimalist label or the iridescent honey hew.

Here’s the scoop straight from the Carlsberg brewery:

“We can see that there are a number of consumers, especially women, who are very aware of design when they choose beverage products. 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,” says Jeanette Elgaard Carlsson, International Innovation Director at Carlsberg. “The consumer surveys that we have conducted in Denmark show that 98% of the target group finds Copenhagen exciting.”