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News Article Comments : Carlsberg to roll-out femal friendly Eve drink
Carlsberg’s female friendly drink Eve will get a full on-trade UK launch in April 2010, following successful trials in Manchester.
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 £3m 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 t
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Sam Bailey 23/11/2009 07:38:13 |
RE: Carlsberg to roll-out femal friendly Eve drink "Female friendly"? How incredibly patronising! Who is Carlsberg friendly on? I doubt anyone. And those stats are rubbish. 25pc of beer in UK consumed by women? No chance. Closer to 13pc due to all the research I have seen. edited by: Sam Bailey at: 23/11/2009 07:39:07 This post replies to this thread |
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Philip Jones 23/11/2009 13:48:05  |
RE: Carlsberg to roll-out female friendly Eve drink Horse Dung! That is not low in calories. They claim it is "low in alcohol and calories at just 3.1% abv and 123 calories per 250ml bottle" - let's have a look at some other drinks on the market. Carling is 82 calories per 250ml. Even Stella is only 113. And Guinness is only 92 calories per 250ml. A 25 ml shot of most spirits comes in at about 60calories. Add slimline tonic or diet coke and you only add 1 calorie. Even adding regular coke only takes you to about 120 calories. Only when you get to RTD alcopops do you get the high numbers they must be comparing "Eve" with to claim that it is low in calories, although you'd still be better off with a diet lemon Breezer. I shall be contacting Carlsberg to see if they can substantiate their claim that this is a low calorie drink. This post replies to this thread |
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| Sam Bailey 23/11/2009 13:51:38 |
RE: Carlsberg to roll-out female friendly Eve drink Philip, as someone who has tried this, I have to disagree with you. Given it is so vile, you can only manage one mouthful before returning to the bar. 250ml or magnum bottle, you'll still only consume minimal calories! But, assuming those with no tastebuds give it a go, then yes - it cannot be marketed as low calorie. This is a legal definition. This post replies to Philip Jones > RE: Carlsberg to roll-out female friendly Eve drink |
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| Philip Jones 23/11/2009 17:38:22 |
RE: Carlsberg to roll-out female friendly Eve drink Sam, good point! Well done, you've managed to extract the first laugh out of me this week :-) This post replies to Sam Bailey > RE: Carlsberg to roll-out female friendly Eve drink |
