British women are the target of a new marketing push that aims to prop up flagging beer sales in the UK, The Wall Street Journal reported Friday.

Beermakers like Coors and Diageo, which owns Guinness, are hoping women, a largely untapped group of potential beer customers, will be drawn to sweeter, lighter new beers they’ve introduced. 

But that strategy alone may not be enough to boost beer sales, Graham Page of Nielsen told the Journal. 

“[Women] don’t consume the volume [of beer] — and that is crucial — that men do,” Page noted.