Getting women drinking beer is easier said than done for brewers.

Female-friendly campaigns have often run out of fizz after just a few months.

But SABMiller, the world's second largest brewer, is hoping a change in advertising will have more of an impact.

Head of European Business at the company, Sue Clark.

(SOUNDBITE) (ENGLISH) HEAD OF EUROPEAN BUSINESS AT SABMILLER, SUE CLARK, SAYING:

"We've tended to market our products to our core consumers. It's been about laddish humour, it's been about sporting occasions, it's been about male bonding. Not suprisingly that's the kind of consumer we get. So we do have to increasingly look at more mixed gender advertising"

It hopes that launching a broader range of beers and improving conditions in bars will also help.

But what would make women in London want to drink more beer?

SOUNDBITE: UNIDENTIFIED WOMAN, SAYING: (English):

"I like sweet beers. So maybe a variety of flavours and tastes."

SOUNDBITE: UNIDENTIFIED WOMAN, SAYING: (English):

"Strawberry beer is always good."

SOUNDBITE: UNIDENTIFIED WOMAN, SAYING: (English):

"Cranberry, apple, I guess some of the ciders are quite nice."

SOUNDBITE: UNIDENTIFIED WOMAN, SAYING: (English):

"More ciders, fruit ciders and I really like ginger beer."

Beer consumption in the US has fallen by around 30 percent in the past decade, losing ground to wine and spirits.

Trends in Britain and Western Europe are similar.

With women making up only a fifth of beer sales, brewers are looking at brands that appeal to both sexes.

(SOUNDBITE) (English)

"I think Peroni is a great example of a beer in the UK that's become very successful with the mixed gender for men and women. One of the reasons for that is the way we've marketed it in a very stylish up market different sort of way to our traditional marketing.".

SABMiller has around 34 billion dollars in annual revenue, and the company's performance has accelerated in recent months, fuelled by emerging markets like China and Africa.

But rivals are doing similar things, with fruit flavoured brands.

And even spirits companies are getting in on the action, with gummy bear vodka and maple whiskey.

 

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