Sir, While sales of Animée may be lower than expected (The Grocer, 3 March), Molson Coors should not lose faith. New brands take time to become established, particularly when they need to encourage a change in attitude. Coors has focused on the right areas - and it will reap the results.

Breaking purchase habits cannot be expected overnight - but other brands should take note of Coors. Its focus on establishing Animée as the discerning woman’s choice is one that I believe will, in time, pay off.

Mark Rae, business development director, Brandhouse