Animée, the new beer from Molson Coors designed by women for women, is launching a sampling campaign, targeting offices and work places across the UK, offering women their first taste of the exciting new beer.

Molson Coors have partnered with experiential agency, Sense Marketing, to embark on a three week sampling tour.

It will comprise of a city blitz targeting a core 18-35yr old female audience in female heavy environments, offering samples of the three flavours - clear filtered, crisp rosé and zesty lemon.

Beginning on 7 December, the ‘Hurray for Animée’ team will be visiting locations close to on-trade stockists in cities across the UK including London, Birmingham, Manchester and Leeds, offering samples and delivering Animée’s message that ‘there’s always something to celebrate’ – be it a work promotion or simply getting a step closer to completing your Christmas shopping!

Women will be encouraged to go online to a dedicated Animée campaign micro-site and let Animée know what they’re going to celebrate where in return, they’ll be given the chance to win everything they need to host their own Animée tasting at home with special Animée party packs, of party essentials that include: iTunes vouchers, hair, make-up and other beauty products and a limited edition Animée ice bucket.

Launched in Autumn 2011, Animée is part of Molson Coors’ ambition to make beer a real choice for women who are vital in growing a shrinking beer market, which currently attributes just 17% of its sales to females.