Asian women: they don’t drink a lot! This is obviously because science has yet to invent a beer that is cute and ladylike enough to go in their little lady tummies. But that might be about to change with the introduction of an alcoholic beverage that’s as delicious as it is adorable.

According to The Atlantic Wire, only 15% of women in China consider themselves drinkers, as opposed to 55% of men. I’m guessing this is due at least in part to cultural norms that say it’s not seemly for women to get drunk, least of all on beer. But if anyone can crack this market, it’s Hello Kitty, and she’ll be damned if she’s not going to try, hence: the new-to-market, tasty and smooth, fruit-flavored, Hello Kitty-branded adult beverage.

Long the brand of cuteness-loving children (and children at heart), Hello Kitty might seem like a weird mascot for beer, but the internet tells me that she’s actually pretty popular among adults in Asia, so…yeah. Hello Kitty beer comes in peach, lemon-lime, passion fruit, and banana (ew?), and contains about half as much alcohol as regular beer. This should help combat the notorious “Asian flush,” which according to Wikipedia is a real thing and not just a racist stereotype, although I’m not Asian and I get it, too.

The “beer”—which Kotaku describes as “so ridiculously smooth and tasty that one can barely tell they’re drinking beer”—will soon be available in China and Taiwan, where male alcoholics outnumber female ones 33:1. Let’s get those numbers up, ladies! Hello Kitty: closing the alcoholism gap, one brightly colored cartoon cat at a time.

(Via Jezebel)

Photo: Hello Kitty