New beer’s Eve at Carlsberg

Carlsberg has announced the UK launch of Eve, its new beer designed exclusively for women.

The brewer is embarking on a £500,000 12-week trial campaign in Manchester after research suggested a gap in the beer market existed as far as women were concerned.

Ian Hannaford, marketing director, said the decision to launch Eve came “following extensive research that shows there is a significant demand from women for a sophisticated, light alternative to their current drinks repertoire”.

Carlsberg says Eve is both low in calories (123 calories per 250ml bottle) and in alcohol (3.1%). It is brewed with added fruit flavouring such as Lychee and Passion fruit.

Carlsberg is just the latest in a long line of major brewers attempting to tap in to the female market.

In 2008 the US brewer SABMiller announced a new marketing initiative to educate and encourage women to drink beer with women-only tasting sessions.

Subsequently, Molson Coors has created “Project Eve” alongside Carlsberg’s new brand, which is supported by sponsorship of a radio show, product placement on taxis and advertising in local media.

Carlsberg Switzerland Group, Feldschlösschen, produced Eve back in 2006 and global success has brought it to be tested by women punters in 50 bars in Manchester.

Peter Kettle, 17.08.2009