UK: Carlsberg UK trials new drink for women

By | 14 August 2009

Carlsberg is trialling a new drink aimed at women in the UK.

The drink, named Eve, is currently being trialled for 12 weeks across 50 bars in Manchester, northern England, the brewer said today (14 August). 

Developed by Carlsberg Switzerland in 2006 and now selling in several countries around the world, Eve was designed to create "a light, fruity, sparkling alcoholic drink" for women, the company said.

The 3.1% abv beverage is made from natural ingredients, Carlsberg said. It is flavoured with either natural Lychee or Passion Fruit juice and has been developed as "a light alternative to beer, flavoured alcoholic beverages or wine", with 123 calories per 250ml bottle.

The trial is being supported by a GBP500,000 (US$829,000) marketing campaign across Manchester, which includes sponsorship of the Sally Hudson show on Galaxy FM, branding on over 60 taxis and regular coverage in the MEN, Metro and other local media.

Feedback from the trial so far has been positive, according to Carlsberg, and the group said there are plans to launch Eve nationally in the New Year if results continue in the same vein.

"Our decision to trial Eve follows extensive research that shows there is a significant demand from women for a sophisticated, light alternative to their current drinks repertoire. There really is nothing else on the market that meets their needs," said Ian Hannaford, marketing manager for Eve.

Sectors: Beer & cider

Companies: Carlsberg

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