Carlsberg trials drink for women

Carlsberg UK is trialling a new drink aimed at women.

The drink, named Eve, is being trialled across 50 bars in Manchester over a 12 week period. 

Carlsberg says the trial follows “extensive research” that demonstrated demand from women for a “sophisticated, light alternative”.

The drink, which is already available in several countries, is relatively low in alcohol (3.1% ABV) and made from natural ingredients. It is flavoured with either natural Lychee or Passion Fruit juice. 

The trial is being supported with a marketing campaign across Manchester including sponsorship of the Sally Hudson show on Galaxy FM and branding on over 60 taxis.

In addition, a website has been created www.talkingeve.co.uk where consumers can locate Eve stockists and find out about the product.

Carlsberg UK says it will launch the drink nationally in the New Year if the trial is successful.

Rival Molson Coors has set up division devoted to identifying and developing products for the female market.

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