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Eve Focus Groups

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by

Jay Kasparian

on 28 April 2010

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Transcript of Eve Focus Groups

6 Focus Groups Sophisticated Drinkers - ages: 25-35 Girly Girl Drinkers - ages: 27-30 Girly Girl Drinkers - ages: 25-36 Educated Wine Drinkers - ages: 50-60 Girly Girl Drinker - age: 38 Profile:

8 female respondents, aged 25-32, varied education and professional backgrounds.

Average of 20 drinks a month - including an after work glass of wine to a Saturday night at the bar.

Drinks of choice include: craft beer, gin or vodka & tonics, martinis, mojitos, wine, cider. "I could see this having the same branding issues the iPad had."

"The label is pretty."

"This looks like a wine cooler, which reminds me of old ladies."

"This is so sweet, my teeth hurt." "I could see grabbing a couple of these and heading over to a friends house for a Girls Night In.

"It seems high-end and sophisticated"

"I would have it again." "Isn't that a feminine product?"

“If given a choice of champagne or Eve I would choose Eve because it’s more refreshing”

“Love the way it looks”

“A little too sweet”

"Maybe this is for women who think they are upscale." "CUTE bottle and design!"

“Yummy”

"Sweet and could be bubblier."

“Mood board looks like a tampon commercial.”


"Reminds me of the feminine product."

"Sweeter than I anticipated."

"I like the bubbly consistency.

"Seems like it would have a lot of calories." of all the comments:

32% were positive
41% were negative
27% were neutral Craft Cocktail Drinker - age: 37 Profile:

7 female respondents, aged 25-36, varied education and professional backgrounds.

Average of 20 drinks a month - including girls night out, happy hour.

Drinks of choice include: wine, cosmos, vodka soda, cider. Profile:

8 female respondents, aged 25-32, varied education and professional backgrounds.

Average of 30 drinks a month - including an after work glass of wine to a Saturday night at the bar.

Drinks of choice include: light beer, white wine like Pinot Grigio. Profile:

7 female respondents, ages 50-60, varied education and professional backgrounds.

Average of 5 drinks a month - social occasions, a glass of wine with dinner.

Drinks of choice include: wine: reds, and chardonnay or sauvignon blanc, occasional gin or vodka & tonics. Profile: 1 female respondents, age 38 varied, MBA education, program administrator.

Average of 5 drinking occasions a month - including an after work glass of wine to a Saturday night at the bar.

Drinks of choice include: Wine Zin, “pretty drinks” like Cosmos. Profile:

1 female respondent, age 37, MBA student, event planning background.

Average of 10 drinks a month - weekends, to wind down after a long day, out with friends.

Drinks of choice include: fruit beer only, and craft cocktails. "I would drink it in a Collins glass, not with ice or out of the bottle."

"That makes me think of Summer’s Eve."

"It’s not too sweet, it’s refreshing."
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