Coors UK is setting up a new business division, codenamed “Eve”, to attract women beer drinkers. It wants to convert women with premium variants such as Blue Moon, which is a Belgian-style beer flavoured with coriander and served with a slice of orange, and beer hybrid Kasteel Cru. Other brewers also recognise the potential for attracting the fairer sex. SABMillers’s Nastro Azzurro and InBev’s Hoegaarden are already popular with women, analysts say. The British Beer & Pub Association is trying to revitalise beer’s image through its “Beautiful Beer” campaign. Women only drink 13% of the 10.7bn pints of beer drunk in the UK each year. The Observer (Business) 20/07/08 page 3