1% Alcohol, Tons of B.S.

Since when did beer become like deordorant and marketed to one sex or the other? I know Coors Light is all about it, and others, but the trend is getting weirder and that’s rarely good for the beer, or those drinking it.
The August 2007 Trend Briefing from trendwatching.com looks at various attempts by brewers to market beer specifically to women. Here’s but one:

German brewer Karlsberg is also convinced that it can get more women to drink beer, though its Karla beer comes with a different twist: health benefits. Which has to do with the fact that in Germany, many women view beer as unhealthy, fattening or unsophisticated. So Karla, a beer for women, is marketed as improving health and well-being. The mixed drink comes in three varieties: Balance, Well Be and Acti-Fit. All are low in alcohol content (1%) and are blends of beer and fruit juices. Emphasis on health prompted an unusual distribution channel: Karla is sold through pharmacists.

Beer with health benefits? I think I’m gonna Ralph.

About David Burn

Co-founder and editor of AdPulp. I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. I worked for seven agencies in five states before launching my own practice in 2009. Today, I am head of brand strategy and creative at Bonehook in Portland, Oregon.


  1. Karla (and a picture that resembles Melinda French Gates?) Put it on one of those cylinder type billboardy things in Berlin. It will sell to Germans on the Kudamm as well as Swiss cheese at Kaffee Reichelt.

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