Carlsberg has introduced a $400 beer, the most expensive in the world.

Why, you ask?

Probably to get some media attention.

Details:

Carlsberg has produced 600 bottles of the 10.5 percent proof beer, each four-fifths of a pint. Another version costing just a bit more will be introduced next year and again in 2010, the company said.

The company has already admitted that it does not expect to make a profit off the beer.  

Hmmm... so, pricing a product with no regard to market prices won't net a profit?  That's far from shocking -- otherwise, Hanes would charge $1,000 for a pair of socks. 

Sam Adams tried this marketing approach with its Utopias beer, but unlike Carlsberg, distinguished its ale by giving it an extremely unusual taste and the highest alcohol content of any beer on the planet (take that, Dogfish Head).  So far, it's done pretty well.  I'd be surprised if Calrlsberg enjoys similar success.