Coors Brewers has launched a new business to promote beer to women.

The BitterSweet Partner­ship, which has evolved from Coors' 2008 campaign Project Eve to become a business in its own right, will provide a marketing, research and manufacturing platform to make the beer category more suitable for women. The enterprise will launch new products, including a light, entirely clear beer.

BitterSweet Partnership MD Kirsty Derry said the beer industry had ignored women for too long.

"We are here to develop products with the female palate in mind, and change the beer-drinking experience for them," said Derry.

A beer industry insider, however, said the proposals were patronising.

"Women don't need to have beer dressed up for them - they are capable of deciding whether or not they want to drink it without obvious marketing ploys," the expert said.