E-Malt.com News article: United Kingdom: Carlsberg tries to lure women with a new drink

A new type of drink developed by Carlsberg specifically to appeal to women is being trialled in 50 Manchester bars, the Publican posted on August, 14.

On trial over a period of 12 weeks, Eve is a 3.1 per cent ABV, lightly sparkling product flavoured positioned somewhere between a lager and an RTD. It is available in two flavours – passion fruit or lychee.

Eve is brewed based on malt and rice, and was developed by Carlsberg in Switzerland in 2006 prior to being rolled out to several other countries.

Eve is the latest effort by big brewers to target women. Molson Coors’ ‘Project Eve’ division is devoted to identifying products that suit this market, and SABMiller has run female-only tasting events to educate women about beer.

Ian Hannaford, marketing manager for the product, said: “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.”

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


14 August, 2009