We gathered in a cramped room in the Zetter Townhouse in St John’s Square off the trendy Clerkenwell Road in north London for a briefing on Beefeater 24, Pern...
Louise Redknapp is to be the face of ‘Eve’, the 100% natural fruit spritzer drink.
The 3.1% abv drink is being launched exclusively into the on-trade following a three-month trial in Manchester last year and success in other markets around the world.
Research for Carlsberg UK has shown an increasing desire from women for products in the on-trade that specifically cater for their needs – drinks that are lighter, more natural and lower in alcohol and calories.
David Scott, director of customer marketing at Carlsberg UK, said: “The drinks industry has largely ignored female consumers in the on-trade for a long time, which is criminal. Women are visiting pubs and bars more frequently than ever, now accounting for over £10bn of on-trade revenue. Crucially women spend more on premium brands, they have a wider drinks repertoire than men and drive spend in outlet by encouraging men to spend more.
“Officially backing the launch is Lousie Redknapp, the new face of Eve. Speaking about the launch she said: "I’m really proud to be working with Eve. Women want a drink that fits in with their lifestyle. I love the fact that it’s 100% natural, with fewer calories – and less alcohol."
Eve will be available in two flavours: lychee and passion fruit, and the suggested serving in the on-trade is in a chilled champagne flute or wine glass.
The launch is being supported by a £3m marketing support package, which will include a large amount of in-outlet experiential promotional activity
Eve has lready been launched in other markets across Europe including Russia and Switzerland. It is brewed from malt, sugar & hop extracts (to give no perceived bitterness). It is then fermented, filtered and blended with sugar & fruit juice before being bottled.
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