Anheuser-Busch desires to reinvent light beer even though Bud irradiate Platinum has only eight calories less than regular Bud. (Anheuser-Busch)

What’s so special about the latest member of the Budweiser family, i m sorry debuted Jan. 30 in cobalt blue bottles? at 6 percent alcohol through volume, Bud light Platinum is an ext potent 보다 the average American brew. (Bud Light steps only 4.2 percent, consistent Bud 5 percent.) Popping the cap, you acquire a slightly sulfurous aroma, yet otherwise the beer is rather inoffensive, through a grainy sweetness and also a little an ext aftertaste than you’d suppose in a light beer. Like most mainstream lagers, the over-carbonated, so you can feel a little bloated if girlfriend suck it directly from the bottle.

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What’s much more intriguing is: that is Anheuser-Busch targeting v this new line extension?


handmade beer drinkers? A light lager would certainly seem to hold small appeal for a brand-new generation weaned top top bourbon-barrel-aged brews, Belgian-style cake ales and imperial stouts.


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Weight watchers? Bud irradiate Platinum includes 137 calories, practically as much as the 145 calories you will do ingest by downing a can of constant Budweiser.

People that don’t really prefer the taste of beer however want a cheap alcohol-delivery system? You have the right to buy a six-pack of plain Bud Light, with even less flavor, for about $1.50 less.

Citing the greater alcohol and unusual cobalt blue bottle, sector analyst David “Bump” Williams has actually speculated that Anheuser-Busch might shot to be luring ago drinkers that deserted beer for spirits over the last pair years. Yet he’s skeptical about the new release.

“Bud Light with 6 percent alcohol by volume and a sweet taste is an oxymoron in my mind,” Williams noted. “It’s no drinkable, and also it’s certainly not going to attract spirits shoppers over to beer together planned. That is taste is not for Bud irradiate drinkers, so i’m expecting a most product on the shelves with very little repeat purchases in ~ the super-premium price point. It’s much better than Bud Light gold Wheat, yet that’s a an extremely low base.”

In its third-quarter income report, Anheuser-Busch describes the beer together “a trendy blue-bottle line extension that appeals to a key group that beer drinkers and also expands consumer occasions,” although it doesn’t specify what those beer drinkers or occasions are.

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The Bud irradiate Platinum internet site modestly proclaims that the product “has reinvented the category of irradiate beer” and talks around the brand being “triple filtered,” which might be a rejoinder come Miller Lite’s equally meaningless case of being “triple hopped.”

One would certainly think that Anheuser-Busch’s executives could read the writing on the wall. Craft beer accounts for a little much more than 5 percent that the market, yet it’s growing at a double-digit pace, if the mainstream beer industry is contracting. (Anheuser-Busch’s beer shipping in 2011 dropped by 2.9 percent, together the firm failed to reach the 100-million-barrel note for the an initial time in a decade.)

Anheuser-Busch might have sent a bold message by devoting one of its Super bowl ads to another brand-new product, its Shock top Wheat IPA, which is dry-hopped v Magnum and also Cascade hops and leavened through malted wheat for a little more lightness and also drinkability. The IPA, through 5.8 percent alcohol through volume, is set to struggle shelves on march 19.

But the enlarge the company, it seems, the higher the are afraid of real innovation, and that’s why this Super bowl Sunday we’re acquiring the exact same old, same old in a blue bottle.


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