Eisberg capitalises on Lent abstinence

10 March, 2011

More people are giving up chocolate for Lent than alcohol, according to a survey commissioned by Eisberg.

The alcohol-free wine brand, owned by Chalié Richards, is using Facebook to help abstainers stick to their pledge.

The page offers “daily help and advice to cope with everyday temptations”.

Eisberg’s survey found that, of those giving up something for Lent, 44% will avoid chocolate, 20% will abstain from alcohol and 17% will cut out cigarettes.

Fran Draper, brand manager of Eisberg, said: “The research that we commissioned shows that alcohol is a popular indulgence to give up for Lent, and therefore a great opportunity for our customers who stock Eisberg. This campaign is designed to raise awareness and trial of Eisberg, and to start to build a relationship with consumers.”




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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