Scottish & Newcastle chief executive Tony Froggatt reckons the industry needs to do more to attract women, who are "lighter drinkers of beer than men".
He claims: "We have missed out on 50% of the population."
But Froggatt believes the company's Kronenbourg Blanc, a wheat beer with a citrus taste, will appeal to both men and women.
Another one of his priorities is to increase spending on marketing.
And he is keen on "premium-isation" - persuading drinkers to swap mass-market products like Foster's lager for higher-margin Kronenbourg Grand Cru.
Froggatt also has an eye on the developing markets in Eastern Europe and Asia.
The Sunday Telegraph 15/08/04 (Business) page 7
