Karla is a new beer for women, marketed as improving health and well-being.
German brewer Karlsberg (not to be confused with Danish Carlsberg), is convinced that it can get more women to drink beer. In countries such as the UK and Spain, roughly equal percentages of men and women drink beer (around 40%). Surprisingly, this isn't the case in Germany, where women view beer as unhealthy, fattening, or unsophisticated.
So Karlsberg is taking a different angle with its introduction of Karla. Stressing that beer is a natural product, Karla is being promoted as a healthy drink for women. The mixed drink is attractively packaged, and comes in two varieties. Both are low in alcohol content (1%) and a blend of beer and fruit juices. Karla Balance claims to provide 'peace and balance' by mixing hops with lemon balm, an herb well-known for its sedative properties.
The other variety, Karla Well-Be, is also an offspring of the functional foods / nutraceuticals trend. Ingredients include soy-derived lecithin (which may positively affect cholesterol levels), folic acid (recommended for women considering pregnancy), and other vitamins.
Emphasis on health prompted an unusual distribution channel: Karla is sold through pharmacists. After a soft launch in 2005, Karlsberg recently teamed up with neutraceutical manufacturer Amapharm to distribute Karla to pharmacists across Germany. International expansion is in the works.
With health and wellness driving many consumers' food and drink choices, this could be a (niche) hit with health-concious consumers across the world, not to mention with women who actually enjoy watching soccer while knocking back a cold one.
Website: http://www.karlsberg.de
Contact: info@karlsberg.de
Hi,
There is something that's very common in India with women on similar lines in a very indegenious form called "Shandy". Shandy is a mix of beer and a softdrink ( mostly sprite or 7 up), the mix proportions change from person to person but a 50% each mix works good for most of the people I have come across. Is there an opportunity waiting for UB in india to jump on to... don't know but have a very strong feeling that Indian women will bless Mallya a lot more for the "KF Shandy" if they do get it across in a slightly feminine packageing.
Thanks
Vivek, Bangalore, India
I suppose they want to sell it in supermarkets, to be consumed at home. For, as far as my girl friends have told me several times, their problem with beer is it makes you want to go to the bathroom. In Brazil, at least, women don't like to go to the toilet in bars so often.
I don't see a product like this really really working well in the U.S. Sure we love healthy drinks, as there are a lot coming out right now but a beer? I think it could work but at 1% alcohol what's the point of drinking alcohol at all? You mine as well just drink a juice based drink... I think it's a marketing stretch
Only in Germany would they try to market beer as a health drink!
This reminds me of an American brand of wine that was being sold with fruit essences to non-wine drinkers. (It's BETTER than wine said the adds.)
On the other hand here in the US, wine-coolers are essentially soft drinks mixed with wine that is basically sold to young drinkers as a "gateway" to the harder stuff. Perhaps Karlseberg marketers have a similar trajectory in mind.
I don't understand why the hell they would put folic acid in a beer (see the description of Karla-Be). When you drink alcohol, you lose your inhibitions. When you lose your inhibitions, you are more likely to sleep with someone. And sleeping with someone pupts you at risk of falling pregnant. Now why would these producers increase that chance of falling pregnant by adding folic acid to the mix? I don't see how this could work for Karlsberg's attempt at marketing a beer, focusing on its 'wellness' qualities.
A bit too gimicky!
Judy,
Folic Acid does not increase your chance of falling pregnant! It simply decreases the risks of deformities if you do fall pregnant. So if you think beer increases the risk of pregnancy, it's a good idea to be taking folic acid with it. I imagine however, that if you were drinking 1% beer, you are probably not going to drink enough to "lose your inhibitions."
The level of alcohol is a much healthier amount to be drinking. I'd be keen on trying this but I'm in Australia, anyone know the chances.
We also have a drink here in South Africa, known as the "Beer Shandy". This is a "make shift" drink that many women enjoy at socials. The same drink that is found in India. Perhaps a "Beer Shandy" may be a better product at the end of the day. I don't really know.
You get shandy all over the world. In Germany its called "Radler" (meaning cyclist). A shandy is obviously very sweet and would taste quite different. I think the low alcohol and the attractive packaging are the kew elements here. It could do well here in Germany as people are very natural foodstuff conscious. Wine is also much more fattening at 11% alc.
I love beer! I have to agree that it's cool that it's healthy on one part but the tiny bit of alcohol in it is a no go for me. Bump up the alcohol is what I say...i'm sure you'll sell more of it.