Low-alcohol drink “Redds” is not beer, in the traditional sense – it does not contain hops, the main beer component, and does not leave a characteristic bitter aftertaste. But, having appeared on the Russian market in 2003, it opened a new line of drinks – “flavored beer”, which won the recognition of women.
The producers of Redds are the Moscow-Efes brewery in Kaluga, but the brand belongs to the Polish company SABMiller. The beer was advertised as a women’s drink, and the design of the bottle with swirls on the glass emphasized the female audience.
The first three drinks of the brand – “Premium”, “Drew” and “Mademoiselle” were more like cider and had an apple taste and aroma, and in 2009 the company released a currant “Dark Passion” and a cherry “Velvet Fair”.
Despite the sweetness and fruit and berry aroma, differences in technology and recipes, the name of beer has been preserved behind the drink, moreover, according to statistics, this is the most popular women’s beer in Russia.
Interesting Facts
SABMiller’s brand manager defined the drink’s audience as “young women looking for new tastes and experiences.” But marketers are convinced that among the men who do not like traditional beer, there are also fans of Redd’s.
The original design of the bottle was awarded the silver award of the British Design Effectiveness Award in the nomination “Packaging Design”.
The company acted as a sponsor of social events and city events during the advertising campaign of its new product. Therefore, many Redds fans met him during the festive festivities, which affected his reputation – Redd’s is associated with fun, good mood, and entertainment.
Before appearing on the Russian market, the drink conquered European women; for Europe, beer was produced at one of the Polish breweries.
The composition of the drink does not contain the usual hops, but there is barley malt, maltose syrup, cane sugar, malic acid and flavors.
Redd’s is produced in glass bottles of 0,75 and 0,33 liters, as well as in cans of 0,33 liters.
Fruit beer is an independent drink that does not require snacks, fruit or sweets.
About the manufacturer
In 2003, Redds was produced in Kaluga by order of the Polish company SABMiller. But in 2012, she joined forces with Anadolu EFES to work in Russia. Thus, Efes Rus, the second company in the Russian market in terms of sales, was formed, which today owns 8 breweries and 4 malt factories. The company is engaged in monitoring the production of licensed brands in Russia and the supply of imported beer to the territory of the Russian Federation.
Types of beer drink “Redds”
Redd’s Premium (4%). A light golden filtered drink with a fresh apple aroma and a sweet taste with hints of apple and orange peel.
Redd’s Mademoiselle (6,7%). A yellowish-golden drink with green apple aroma, light apple sourness and a pleasant apple aftertaste.
Redd’s Dry (4%). The low-alcohol drink is golden in color, almost does not foam, unlike Redd’s Mademoiselle and Premium, and the strength is the lowest among other drinks. The label has the inscription “Premium quality beer”, emphasizing the premium status. Brand-specific apple aroma and green apple flavor in the aftertaste.
Redd’s Dark Passion (4,2%). A light golden fruity beer with a fresh blackcurrant flavor first hit the market in 2009. The sour-sweet taste is dominated by currant notes.
Redd’s Velvet Fire (4,5%). Light fruity low-alcohol drink with a pleasant aroma of dried cherries and a sour-sweet taste reminiscent of fresh cherry jam.
