Activity includes a “pregnancy page” on the Eisberg website that includes a downloadable ’Baby Shower’ kit, blogs written by pregnant women, and advice for those expecting children.

A social media and sampling drive will run during The Baby Show at Earls Court in London; while advertorial will appear in the next You and Your Family pregnancy guide.

Eisberg brand manager Fran Draper, says: “Pregnant women are very aware of what they eat and drink, and many miss the enjoyment of their favourite glass of wine…..by offering a mix of serious advice, peer group recommendations and fun activities aimed at baby showers, Eisberg hopes to build up loyalty amongst this key target group.”

Smirnoff maker Diageo is funding a government-backed initiative to alert mums-to-be about the dangers of drinking alcohol during pregnancy.