Eve is the future - according to Carlsberg

Well, well, well. Just as the female beer drinker is hailed as the future for cask ale (see Melissa Cole in GBBF blog below) another girlie drink jumps up to bite the curvaceus posterior. It called, obviously, ‘Eve’.
Just hark this from the Publican trade publication (any brackets are mine):
“A new type of drink developed by Carlsberg specifically to appeal to women is being trialled in 50 Manchester bars.
“On trial over a period of 12 weeks, Eve is a 3.1 per cent ABV, lightly sparkling product (product? – what the flip does that mean) flavoured positioned somewhere between a lager and an RTD (right total disaster?). It is available in two flavours - pasionfruit or lychee (good for breakfast then?).
“Eve is brewed based on malt and rice (good for pudding then?), and was developed by Carlsberg in Switzerland (a very neutral country that somehow doesn’t know how to make decent beer you see) in 2006 prior to being rolled out to several other countries (poor bleeders).”
What’s more, the Publican reveals, the ‘trial’ is being ‘supported’ with a whopping £500,000 marketing campaign in Manchester ‘that includes a radio sponsorship, adverts on over 60 taxis and coverage in local media’ (Can you imagine? Five pints o’ Eve chuck, ta.)
There’s also a website. I have excluded that out of respect to the aforementioned and formidable Melissa who is championing the diversity of proper cask beer as the answer to a maiden’s drinking prayers - and with a lot less behind her than half a million quid. Just think what could be done for Britain’s national drink if SIBA (Scociety of Independent Brewers) had that sort of money?
Anyway, this, we are told, is the latest effort by big brewers to target women. ‘Molson Coors’ (the other lot) ‘Project Eve’ division is devoted to identifying products that suit this market, and SABMiller has run female-only tasting events to educate women about beer (oh yeah – at the GBBF?).
If it goes well a national launch is planned - which will then get us some cash back before it follows many other new and exciting drinks 'products' into oblivion. OK, the national launch is true but I made up the last bit.
Of course, Melissa will be glad to hear, there’s an airy, fairy, marketing BLOKE behind this. Ian Hannaford, marketing manager for the product, really did say apparently: “Our decision to trial Eve follows extensive research (down which wine bar?) that shows there is a significant demand from women for a sophisticated, light alternative to their current drinks repertoire (what?) There really is nothing else on the market that meets their needs (tell us another).”
Methinks Melissa might disagree! Watch girlsguidetobeer.blogspot.com for what I predict will be a tasty response.