Fruity taste is getting more and more popular

Meeting the desires of female drinkers has historically been high on Carlsberg’s list of priorities. Thanks to work undertaken in Switzerland two years ago – a reasonably successful attempt to revive the Cardinal brand, good work which is now unravelling with the closure of the Fribourg brewery – Carlsberg has a head start. Eve is a rice-based fruit-flavoured drink, with low abv content and small serving size, positioning it as a hoped-for sessionable proposition. Eve is now being rolled out elsewhere in Carlsberg’s world.

Carlsberg is also pushing hard into cider, having launched Somersby two years ago in Denmark. Somersby, now available across Scandinavia, is a brand which has already been extended, with the addition of elderflower to the core (pun intended) apple product – there’s also a pear cider available to Danish drinkers. Admittedly, cider is more of a unisex proposition, but the sweetish taste still skews it towards women, especially younger women.