Louise Redknapp is to be the face of Carlsberg’s female friendly Eve brand as it is rolled out across the UK following a successful trial in Manchester.
The ex-pop star and footballer’s wife will appear as part of a £3m marketing campaign for the drink’s nationwide launch.
The brewer is positioning the brand as a spritzer-type drink or malted beverage rather than a fruit-flavoured beer in a bid to tap into a gap in the market for women’s brands in the on-trade.
Women now account for over £10bn of on-trade revenue, according to Carlsberg.
“The drinks industry has largely ignored female consumers in the on-trade for a long time, which is criminal,” said director of customer marketing, David Scott. “Women are visiting pubs and bars more frequently than ever, spend more on premium brands and have a wider drinks repertoire than men. They also drive spend in outlet by encouraging men to spend more.”
The 3.1% ABV Eve comes in two flavours, lychee and passion fruit. The brewer recommends it is served in chilled Champagne flutes rather than beer glasses.
“There is a clear gap in the market for a drink that gives women what they want, namely a drink that is natural, sparkling and lower in alcohol and calories,” said Scott.
Redknapp said she was “really proud” to be working with the brand. “Women want a drink that fits in with their lifestyle,” she added.