Not so long ago a new product appeared in the distribution network - Essa. Beer with such an unusual name caused a lot of controversy among fans of a foamy drink.
Gift for Russian women
Kaluga company SAB Miller RUS decided to please the country's women with a new brand of its products. Their recently proposed REDD'S beer has already sparked a wave of discussion. Different opinions were expressed, but the product still found its consumer. An unusual drink marked the beginning of a new subcategory, and now it has replenished with a new instance called Essa. The beer turned out pretty interesting. It is combined with its predecessor in composition: drinking water, hops, barley malt, molasses, malic acid and flavorings. The drink is produced by lower fermentation, which says a lot about its quality and taste. This golden drink has the usual bitterness and pronounced fruity aftertaste with notes of grapefruit and pineapple. This alone indicates a clear target orientation of the product. It is clear that Essa is a beer created specifically for women. But even they, oddly enough, have no consensus on this.
Product Promotion
The company's specialists are trying to attract the attention of customers to a new product. Advertising television spots and all kinds of promotions force even the most disinterested customers to purchase products. This is the secret. After all, the first random purchase in the future can become a good habit. Quite often, this is exactly what happens. People go to the store and buy Essa. Beer first causes a dual sensation. On the one hand, it is actually a product of hops and malt. And on the other - an unusual carbonated fruit mix. The effect is precisely the combination of these two completely different sides. But in this case, as in everything else, the golden mean must be observed. This means that the aroma of fruit should in no way drown out the taste of the beer itself. Here, many buyers disagree. In addition, it must be borne in mind that women are very moody creatures. That is why the developers paid special attention to the design of the bottle, and they succeeded.
Amazing fortress
Somehow one does not dare to call Essa beer "female". The degrees in it are much higher than in the usual foamy drink for men. It is unclear what guided the technologists in developing such a recipe. After all, ordinary beer contains from 3 to 6 volume percent of alcohol, and in Essa there are even more (6.2%). Somehow a bit too much for the weaker sex. But judging by the advertising, this product is designed for the evening. Perhaps this is the reason for the increased fortress. In addition, strong beer will always be better for a woman than weak vodka. A light pineapple flavor with a hint of grapefruit can slightly soften the bitterness of alcohol and give the drink a romantic character. In fact, it looks more like a fortified cocktail. But not all women love such mixtures. Some believe that the taste of the drink should directly correspond to its name. And if the label says "beer", then the contents of the bottle somehow already goes without saying. But there are those consumers who like an unusual mixture. It is precisely on them that the efforts of the company's technologists are directed.
How much is the novelty?
Manufacturers planned to sell new products throughout Russia and the CIS countries. On the eve of the scheduled date, billboards appeared on the city streets , and booklets with detailed descriptions of goods were distributed at retail outlets . The company's management made every effort to ensure that the people learned everything about Essa beer. The price should also have pleasantly surprised the buyer. Although this product belongs to the premium class in the price segment, but its cost was somewhere in the middle among the rest of the range of products. For example, trading enterprises in Moscow and St. Petersburg offer to buy Essa beer at 55.5 rubles per bottle (or jar) of 0.5 liter capacity. This, of course, is more expensive than Bavaria (41.9 rubles per unit) or Old Miller (42.5 rubles for the same half liter). But even with the naked eye it can be seen that it is much cheaper than recognized leaders such as Carlsberg (72.5 rubles per 1 piece) or Gold Mine Beer (89.9 rubles per bottle).
Drink for the weaker sex
Many liked the unusual, truly female beer Essa. That is how it was positioned. The developers of the new brand took this into account even in the name itself. Indeed, translated from Italian, the word essa sounds like "she." In this drink everything that a woman may like is harmoniously combined: tenderness and extravagance, classic and unpredictability. Analysts, designers and technologists made every effort to ensure that the product meets the most unexpected requests of modern women. Beer pretty quickly appreciated by both professionals and ordinary ordinary buyers. It became popular at all kinds of fashionable parties, and in 2010 even received silver in the “Brand of the Year” nomination. Such a reward from a competent jury is better than any words can convey the opinion of the majority. Supporters of "ladies' beer" even create special groups on social networks where they exchange opinions and attract more and more fans of an extravagant product.
Opinions of opponents
But there are those who do not believe that Essa is beer. How many degrees is usually in a light foam product? Somewhere from 3-5, no more. Varieties with a high alcohol content are already quite strong drinks. This is sometimes even confirmed in the name itself. What can be said about beer, in which alcohol is 6.2 percent? Is he for women? But here experts can argue for a long time. The decisive word still remains with the weaker sex itself. It is up to them to decide the fate of the drink. You can look at this problem from different points of view. Opponents of a popular novelty are trying to prove that "Essa" can be more attributed to fortified compote or cocktail than to ordinary beer. But the technology of preparing the drink still allows us to consider it exactly what is indicated on the label. And degrees have nothing to do with it. Are few women like cognac or whiskey? Who decided that the fortress is important only for men? The second half of humanity also has the right to their opinion and taste preferences. And if they like to drown the hop bitterness with grapefruit or pineapple, then this is their choice.