Baltika Breweries Will Launch an Exclusive Beverage for Women
Eve is a completely new product, developed by technologists from international Carlsberg Group. The manufacturing process involves the addition of fruit juice to a specially prepared malt base.
3 Dec 2009 --- In the end of December there will be a new product on the market, aimed exclusively at women. That will be Eve — a refreshing drink with a light, sparkling taste and low (3.1%) alcohol content. Eve contains only natural ingredients and will come in two flavours: grapefruit and passion fruit.
Eve is a completely new product, developed by technologists from international Carlsberg Group. The manufacturing process involves the addition of fruit juice to a specially prepared malt base.
Especially for the launch of Eve in Russia Baltika’s specialists worked out a unique concept of promotion, as well as the package, which has no analogues in the world.
"In releasing this product into the market, we are pursuing several goals," says Ludmila Yakushina, Baltika’s Brand Director License, LAB & non-beer brands. "First, strengthening our portfolio in a strategically important and more marginal super-premium segment, since long-term consumer trends, in particular premiumization in consumption, are retaining their importance even in periods of economic decline. Second, in launching Eve, Baltika is entering a new beverage segment aimed at a female audience, within our key beer category, which allows the company to diversify its product offering."
For the Russian market, the Eve brand is unique, that’s why its basic competitors are therefore beverage categories such as wine, champagne, cocktails, and vermouth. Baltika has all the prerequisites to occupy a respectable place in this new market: a sustainable production capacity, a large-scale distribution system, a professional team and broad expertise in beverage production and promotion.
Eve will be produced at Baltika’s St. Petersburg brewery as part of a general license agreement with Carlsberg Group. Both varieties of Eve will be launched in 0.33-litre bottles with a twist-off cap. Sales of this super-premium beverage will begin at the end of December 2009, beginning in Moscow and St. Petersburg and then in other cities with populations over a million.
