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

What’s so special about the recent member the the Budweiser family, i beg your pardon debuted Jan. 30 in cobalt blue bottles? in ~ 6 percent alcohol by volume, Bud light Platinum is an ext potent 보다 the average American brew. (Bud Light actions only 4.2 percent, continual Bud 5 percent.) Popping the cap, you acquire a contempt sulfurous aroma, yet otherwise the beer is rather inoffensive, with a grainy sweetness and also a little more aftertaste than you’d mean in a irradiate beer. Like many mainstream lagers, it’s over-carbonated, therefore you could feel a little bit bloated if friend suck it straight from the bottle.

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

craft beer drinkers? A irradiate lager would seem come hold tiny appeal for a brand-new generation weaned ~ above bourbon-barrel-aged brews, Belgian-style tart ales and imperial stouts.

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Weight watchers? Bud irradiate Platinum includes 137 calories, practically as lot as the 145 calories you will do ingest through downing a deserve to of constant Budweiser.

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

Citing the higher alcohol and also unusual cobalt blue bottle, sector analyst David “Bump” Williams has speculated that Anheuser-Busch might try to it is in luring ago drinkers that deserted beer because that spirits over the last couple years. Yet he’s skeptical about the new release.

“Bud Light with 6 percent alcohol through volume and also a sweet taste is an oxymoron in my mind,” Williams noted. “It’s no drinkable, and it’s absolutely not walking to tempt spirits shoppers end to beer as planned. That is taste is not for Bud irradiate drinkers, so i’m expecting a lot of product top top the shelves v very tiny repeat purchases in ~ the super-premium price point. It’s much better than Bud Light golden Wheat, yet that’s a really low base.”

In that third-quarter earnings report, Anheuser-Busch refers to the beer as “a trendy blue-bottle line expansion that appeals come a key group the beer drinkers and also expands customer occasions,” return it no specify what those beer drinkers or occasions are.

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The Bud irradiate Platinum net site modestly proclaims the the product “has reinvented the group of light beer” and talks around the brand being “triple filtered,” which might be a rejoinder come Miller Lite’s same meaningless claim of being “triple hopped.”

One would think that Anheuser-Busch’s executives could read the creating on the wall. Handmade beer accounts for a little much more than 5 percent of the market, yet it’s growing at a double-digit pace, when the tendency beer industry is contracting. (Anheuser-Busch’s beer shipping in 2011 dropped by 2.9 percent, as the company failed to reach the 100-million-barrel mark for the an initial time in a decade.)

Anheuser-Busch could have sent a bold post by devoting one of its Super key ads to another brand-new product, that Shock optimal Wheat IPA, which is dry-hopped v Magnum and also Cascade hops and leavened with malted wheat because that a little more lightness and also drinkability. The IPA, with 5.8 percent alcohol by volume, is set to fight shelves on in march 19.

But the larger the company, the seems, the greater the are afraid of actual innovation, and that’s why this Super key Sunday we’re obtaining the same old, very same old in a blue bottle.

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