The brewer has confirmed the 100% natural fruit spritzer will be launched in the on-trade across the country after a three-month trial in Manchester last year.
Carlsberg is hoping to tap into the growth in female drinkers in pubs and clubs. According to TNS data for the nine months to the end of September 2009, women accounted for 37% of on-trade volume, up from 26% in 2001, and spend £10bn a year on drinks.
The brewer adds that Eve, which is 3.1% ABV and contains 135 calories per bottle, also satisfies female requirements for drinks that are “lighter, more natural” and lower in alcohol and calories”.
Paul Davies, director of brands and insight at Carlsberg UK, says: “It is criminal that the drinks industry has largely ignored female consumers. There is a clear gap in the market for a drink that gives women what they want.”
Redknapp has previously appeared in campaigns for Thomas Cook and Nintendo Wii. Marketing activity for Eve will include in-outlet experiential promotional activity created by agency BEcause.
Eve is already available across Europe in markets including Russia and Switzerland.