Eve is being trialled across 50 pubs and bars in the Greater Manchester area over a 12-week period. The drink is flavoured with either lychee or passion fruit juice. Each 250ml bottle contains only 123 calories.
‘Our decision to trial Eve follows extensive research that shows there is a significant demand from women for a sophisticated, light alternative to their current drinks repertoire,' said Carlsberg UK marketing manager, Ian Hannaford.
‘There really is nothing else on the market that meets their needs. In fact, when asked about the product, 84% of women said that they'd order Eve in a bar and this rose to 87% when they actually tried it,' added Hannaford.
Eve is being supported with a £500,000 press, outdoor and radio sponsorship campaign across Manchester. A national launch will follow in January if the trial is successful.
The fruit-based product was originally developed in 2006 by Carlsberg in Switzerland and is sold in several countries across the world.
Earlier this year, Molston Coors created a company called The Bittersweet Partnership to develop beers targeting women.
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