Low-calorie beer aimed at women
Brewer SABMiller is to launch a low-calorie beer aimed at women called Redd’s.
The apple-flavoured beer will go head to head with rival brewer Coors UK, which plans to launch Blue Moon beer to attract female drinkers.
Redd’s is a suitable product for the calorie conscious, with 259 kilojoules of energy per 100ml, despite an alcohol content of 4.5%.
Avenue A/Razorfish has been signed up to develop a lifestyle website for the launch. The site will initially be aimed at Russian young women aged 18 to 24, and will include fashion and travel features.
Charlie Hiscocks, SABMiller’s marketing director, said: "We did not want to design a site that is simply a brand dump. Instead we wanted to create a portal where Redd’s women would want to visit every day; something and somewhere that would be directly relevant to our audience’s everyday lives."
Originally from South Africa, the beer has already been introduced in Russia and Eastern Europe and is expected to be available in the UK later this year.
Redd’s was first launched in March 1998 and is popular in Eastern Europe, where the beer is marketed using "Diva" bottles to attract more female drinkers.
Copyright © PA Business 2008
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