date:Sep 27, 2012
Molson Coors has pulled the female-targeted Anime beer from UK shelves just 15 months after it was released.
The company, which backed Anime with a GBP2m (US$3.23m) marketing campaign last year, said yesterday (25 September) that the decision came after the brand failed to connect with women drinkers. Existing brands will fill the gap left by Anime's exit, Molson Coors said.
Anime was only one part of our plan to attract more female drinkers to beer, and attracting female drinkers remains a pr