Obviously, the deaths of Crystal Pepsi and Zima taught them nothing

Courtesy of the Daily Star Britain’s first clear beer is being launched for drinkers who hate brown ale and foamy heads. Brewing giant Coors, which makes Carling and Grolsch, will trial the drink in pubs this summer. The beer, which has not yet been named, will have an alcohol strength of 4%. The development is part of a multi-million pound project to boost the number of women who drink ale. The clear drink is put through an extreme filtering process that removes its colour and it can be flavoured with green tea and exotic fruits. No major brewer sells a clear beer in the UK, although Beck’s has one in Germany. Coors drafted in TV stars Janet Street-Porter, 62, and Carol McGiffin, 49, to find out why Brit girls drink less beer than their European neighbours. They found that half of British women prefer wine to any other alcoholic drink. Fewer than 10% chose beer. Almost half of women shun ale because they think it will make them put on weight. And a third opt for drinks that are served in attractive glasses, have the right image or are popular with their friends. I’m A Celeb star Janet said: “Beer has had a male image for too long and it’s hard to think of another business where 50% of the population is ignored.†Women make up just 13% of UK beer sales, compared to 25% in the US and 36% in Ireland. A third of women do enjoy ale but mostly at music or sports events. Kristy McCready, of Coors, said: “We know what turns some women off beer is the colour and the head, although they like the refreshing taste.†But the plan could be controversial in light of concerns over Britain’s binge-drinking ladettes. Last week the Chief Medical Officer Sir Liam Donaldson said he wanted to tax alcohol by a minimum of 50p per unit. Let me get this straight. Coors (of course) saw that women prefer wine and froofy drinks to beer and decided to create a clear beer, despite the fact that wine and froofy drinks tend to be MORE opaque than lager or even stout. This makes a little sense in that they're marketing it as a potential mixer instead of something to drink straight, but at this point they might as well market hopped wine cooler.