"Targeting Female Drinkers" CU Introduces Wiggle Wiggle Lemon Ale

Refreshing Lemon Scent + Sweet Taste Features
Package with Smile Flower Character Design
Beer Female Buyers Share 30.4% in 2019 → 38.8% in 2021
Fruit-Flavored Beer, Female 77.9% · Male 22.1%

A model is introducing 'Wiggle Wiggle Lemon Ale' at CU.

[Asia Economy Reporter Yuri Kim] CU announced on the 3rd that it will exclusively launch 'Wiggle Wiggle Lemon Ale' in the industry, in collaboration with the emotional lifestyle brand 'Wiggle Wiggle' and the craft beer company 'Kabrew.'

CU stated, "The Wiggle Wiggle collaboration product, first introduced on last Valentine's Day, became a representative collaboration brand of CU as it gained word of mouth with its eye-catching vibrant colors and cute design," adding, "The Wiggle Wiggle Lemon Ale being released this time is a product containing Kabrew's over 20 years of accumulated craft beer brewing experience, created over several months by the brewery's craft beer experts."

Wiggle Wiggle Lemon Ale is a radler-style beer planned for spring and summer. It reduces the heavy hop aroma and bitterness characteristic of ale beer, emphasizing a refreshing lemon scent and sweet taste. It is made to be enjoyed lightly with a low alcohol content (4%). The packaging was designed to convey the fun and colorfulness symbolic of Wiggle Wiggle. The front features the phrase 'ALE MAKE ME SMILE' along with the exclusive character Smile Flower.

CU said, "Introducing a radler-style beer with added fruit flavor and aroma as the first beer of the spring and summer season is aimed at capturing the growing number of female drinkers since COVID-19."

The proportion of female buyers of CU beer was 30.4% in 2019 before COVID-19, increased to 35.7% in 2020 when the 'home drinking' trend spread, and rose to 38.8% in 2021. Female customers showed a higher preference for radler-style beers with added fruit flavors than for regular beers emphasizing strong taste and unique refreshment. Last year, the gender ratio for regular beer was 67.3% male and 32.7% female, whereas radler-style beers with mango, citrus, green grape, and other flavors had a ratio of 22.1% male and 77.9% female.

BGF Retail said, "As the sales proportion of female customers steadily increases, we planned collaboration products with brands highly favored by women in their 20s and 30s," adding, "CU will continue to introduce differentiated new products through collaborations with various brands and breweries to maintain its reputation as a craft beer hotspot."

Meanwhile, CU is offering a cross discount sale of 4 cans for 10,000 won for Wiggle Wiggle Lemon Ale and will release a limited quantity of a special pack including a Wiggle Wiggle exclusive glass.

This content was produced with the assistance of AI translation services.