Planning: Karla, beer for women

German brewer Karlsberg (not to be confused with Danish Carlsberg), is convinced that it can get more women to drink beer.
So they created Karla, marketed as improving health and well-being.
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.

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.

This could be a (niche) hit with health-concious consumers across the world.

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