Upland launches new beer brand aimed at women

Driving the brews: Upland worked with a market research firm to develop a product appealing to "an underserved market … the millennial female," according to a news release.

Brew of the week: rāe, 4.2 ABV and 110 calories in 12 oz.

• It's a sparkling golden ale made with lemon and ginger.

What they're saying: "It is important for us to be more accessible to both a younger and more diverse generation," said Samantha Marr, Upland wholesale brands marketing director. "We wanted to create a brand that appealed to those who enjoy an active lifestyle, really care about the ingredients in the products they consume and like to unwind with an aesthetically pleasing and high-quality beverage.

• "rāe is a reimagination of what consumers have been led to believe beer must taste and look like."