Carlsberg UK has launched Eve, a 100% natural fruit spritzer drink into the UK market, and has signed up Louise Redknapp as the brand ambassador.
Eve, which is 3.1% ABV and lightly sparkling, is being launched exclusively into the on-trade, following a three-month trial in Manchester last year, and success in other markets across Europe including Russia and Switzerland. The brewer adds that Eve, 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, said: "The drinks industry has largely ignored female consumers in the on-trade for a long time, which is criminal."
He said that women were visiting pubs and bars more frequently than ever, now accounting for over £10bn of on-trade revenue.
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