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Baltika launches beer for women
30 November, 2009
Russia: Baltika Breweries is to launch a beer for women.
Named Eve, the drink will have a low ABV (3.1%) and is to come in two flavours: grapefruit and passion fruit. The drink is to launch in late December and it has been created by the Carlsberg Group.
The manufacturing process involves the addition of fruit juice to a malt base.
Ludmila Yakushina, Baltika’s brand director licence, LAB & non-beer brands, said: “In releasing this product into the market, we are pursuing several goals.
“First, strengthening our portfolio in a strategically important and more marginal super-premium segment, since long-term consumer trends, in particular premiumisation 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.”
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 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.
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