Packaging Digest: Packaging Targets Beer-Drinking Women

From Packaging Digest:

The cardboard holder looks like a purse. The bottle, like a black cocktail dress. The color scheme is pink and black. The company slogan is "Witness the chickness!"

Welcome to Chick Beer, a "premium light beer" showing up in convenience stores and specialty beer shops in the Treasure Valley.

As you may have guessed, this beer is unabashedly marketed to women. In fact, the company revels in it. In its press materials, the company says Chick Beer is "a new beer created by a woman, exclusively for women" who are "fun loving, smart and independent."

To add a somewhat head-scratching twist to the story, Idaho is just the third state in the nation where Chick Beer is sold, joining Maryland (where Chick Beer was born) and Indiana.

The Cowgirls Saloon in Kuna just started serving Chick Beer, and the reaction so far is reportedly positive.

"Women think it's cute," says owner Shirley Leffler.


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