Carlsberg is trialling a new bottled beer for women in 50 bars in Manchester for 12-weeks.
The new brand, called 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, passionfruit or lychee.
Eve was developed back in 2006 by Carlsberg Switzerland and is already on sale in several global markets.
"Our decision to trial Eve in the UK follows extensive research that shows there is significant demand from women for a sophisticated, light alternative to their current drinks repertoire," said Ian Hannaford, marketing manager.
The trial is being supported with a massive £500,000 campaign, which includes sponsorship of a radio show, branding on taxis and promotion in local media.
Hannaford said Manchester had been chosen for the trial as it is renown for its vibrant nightlife. "This made it the perfect place to trial Eve and to see how women received the drink on a night out."
If the trial proves successful the brewer said it would look at a national roll out in the New Year.