E-Malt.com News article: United Kingdom: Carlsberg to launch a female friendly beer-like drink nationwide

Carlsberg’s female friendly drink Eve will get a full on-trade UK launch in April 2010, following successful trials in Manchester, The Morning Advertiser communicated on November, 23.

Eve is a light, fruity, sparkling alcoholic drink that is low in alcohol and calories at just 3.1% abv and 123 calories per 250ml bottle. It comes in two flavours, passion fruit or lychee, and it is brewed in the same way as a lager.

“We conducted a 12-week market trial in 50 or more bars in Manchester with good results,” said brand manager Emma Johansson. “We ran with staff incentives, sampling activity, posters and a campaign across radio and taxis.”

The company invested £3 mln in the trial, which included serving Eve in Champagne flutes with ice bucket deals for groups of girls.

Eve, which will be launched exclusively in the on-trade, is expected to be a hit in the UK based on research which identified that women consume 40% of spirits and 25% of beer.

Johansson said the company isn’t ruling out bringing out a larger sharing size bottle of Eve in the future.


25 November, 2009