Carlsberg launches Eve into on-trade

Carlsberg has signed up Louise Redknapp to launch on-trade exclusive, fruit spritzer drink Eve.

The roll-out of the low calorie, low ABV drink follows a three month trial in 50 bars across Manchester.

David Scott, director of customer marketing at Carlsberg UK says the beer maker is tapping into demand for a female friendly drink, which has so far been ignored.

Eve, which is available in Lychee or Passion Fruit flavour, has 135 calories per 275ml bottle and is 3.1 per cent ABV.

It is brewed from malt, sugar and hop extracts which are fermented, filtered and blended with sugar and fruit juice.

He said: "The drinks industry has largely ignored female consumers in the on-trade for a long time, which is criminal.

"There is a clear gap in the market for a drink that gives women what they want - namely a drink that is natural, sparkling with lower alcohol and calories."

Scott added that research conducted during the trial confirmed the drink was being used as a 'pacer' for when women wanted to slow down their alcohol consumption on a night out.

"There is demand for a product the slows down the pace of an evening when women don't want a third or second glass of wine but something lighter," he said. "As a result Eve is capable of keeping women in outlet for longer and boosting overall sales."

The launch is being supported by a £3m marketing campaign, including in-venue sampling. Carlsberg has pledged that 70 per cent of outlets that take the brand will be visited by a brand ambassador. The recommended serve is in a chilled champagne flute or wine glass.