Heineken’s new brew for women

We’ve covered alcoholic drinks for women before: beer from Germany (Karla) and Poland (Karmi), and wine from the Netherlands (Sophie & Sophie). Continuing the theme, Heineken is about to soft launch a sparkling cider brew for the fair sex. Christened Charli, the drink combines cider, barley malt and fruit flavours. Although barley malt is one of Heineken beer’s main ingredients, Charli is marketed to the 63% of women who, according to Heineken, don’t like its main product. The brew is also being presented as an alternative to white wine, the quality of which varies widely at Dutch bars. Charli contains 5% alcohol, has a fresh, fruity flavour and will be sold both bottled and on tap. Like its aforementioned sister sips, the drink is packaged in attractive bottles. Heineken has also gone one step further by creating a svelte and sexy tap for Charli, which should help draw attention to the new brand in bars. Charli will be trialled in 17 bars in Amsterdam and Deventer from this Friday until the end of October, followed by a nationwide launch next summer. For much, much more on marketing to women, check out trendwatching.com’s briefing on female fever.