SABMiller gears up for low-calorie beer launch aimed at female drinkers

SABMiller is preparing to launch a low-calorie, apple-flavoured beer aimed at women, called Redd’s. The launch will mirror rival brewer Coors UK’s plans to launch Blue Moon beer to attract female drinkers ( July 21).

Coors-owned Blue Moon, initially trialled in pubs and bars, is an unfiltered Belgian-style wheat beer spiced with coriander and orange peel.

SABMiller claims Redd’s has an alcohol content of 4.5% but contains only 259 kilojoules of energy per 100ml to attract the calorie conscious. The beer is originally from South Africa and has already been introduced to the Russian and Eastern European markets and is expected to be rolled out across the UK later this year.

The brewer has appointed Avenue A/Razorfish to create a digital strategy for the launch, following a competitive pitch against LBi. The brief for the agency will initially be to develop a lifestyle web application for 18- to 24-year-old females in Russia. The lifestyle portal will include fashion and travel.

Charlie Hiscocks, marketing director from SABMiller, says: “We did not want to design a site that is simply a brand dump. Instead we wanted to create a portal where Redd’s women would want to visit every day; something and somewhere that would be directly relevant to our audiences everyday lives.”

Redd’s was first launched by SABMiller in March 1998 and has generated popularity in most Eastern European countries, where the beer is marketed using “Diva” bottles in fashion retailers and nightclubs.

The beer has also had some success in the African and Asian markets, and competes head-on with SABMiller’s Miller64 in the US.

Feature, page 22

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here