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Business planning

Beer, Minerva Queer Beer: Start-up Idea

Blokey beer gets a makeover

By Michelle Hammond
Thursday, 10 March 2011

Queer BeerBeer has undergone a facelift in recent years. No longer the sole preserve of blokes, the rise in craft beers from micro breweries has opened up the sector.

 

For example, Mexican brewery company Minerva is marketing several beers to appeal to the gay and lesbian community, under the cheeky title Queer Beer.

 

According to a company spokesperson, the Salamandra and Purple Hand beers being created by Minerva will be marketed specifically towards the gay community.

 

“We’re out in the market with great respect with the idea of offering a product directed to the gay-lesbian community that has long been ignored for too long,” he says.

 

The two beers are brewed with 100% organic honey and malt, with a recipe that “infuses the beer with a citrus flavour that appeals to the taste of the LGBT community”.

 

Maybe there’s some merit in their approach – designing a beer for a particular group could be an ideal way to enter the market.

 

You could design a beer only intended for female consumers or perhaps something for older people looking to cut back their calorie intake. The micro brewery boom could be taken a step further with the right twist.

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