For women only: Brewer launches drink for the girls

St Petersburg – A low-alcohol sparkling drink for women will launch at the end of the year. Containing only natural ingredients and with an ABV of 3.1%, Eve is aimed at 25-35-year-old women. The super-premium drink, which will come in grapefruit and passion fruit flavours, was developed by the Carlsberg Group in Switzerland and will be produced for the local market by Russian brewery Baltika. The new malt-based drink will allow Baltika to enter a new beverage segment aimed at a female audience.

As economies stabilise, wealthy consumers in the BRIC markets are once again looking to spend on status-affirming products. By partnering with local brewery Baltika, Carlsberg cleverly taps into Russian consumers’ desire for premium provenance.