New Life for Light Beer?
By Steve Holtz on Nov. 07, 2017UPDATE: Anheuser-Busch unveiled its new Michelob Ultra Pure Gold Feb. 26. The line extension is made with organic grains and offers "a pure, refreshing taste with only 85 calories and 2.5 carbs," the company said. CSP first reported the arrival of the innovative new product in this story from November 2017 ...
CHICAGO -- Is light beer about to go through a renaissance? It will if three of the largest beer marketers in the United States have something to say about it, as they each prepare to launch new products in the lifestyle beer segment—light, easy-drinking but premium beers meant for everyday consumption—created by Michelob Ultra.
In an atmosphere where low-calorie beers have been on the decline for years, Michelob Ultra, with 2.6 grams of carbohydrates and 95 calories, has stood as a sales juggernaut, growing when other light beers couldn't.
Fifty-three million U.S. consumers drink domestic light beers. But still, during the first half of 2017, Bud Light, the best-selling beer in the country, saw case sales drop 5.4% in convenience stores, while Coors Light dipped 2.2% and Miller Lite declined 3.6%, according to IRI data. Michelob Ultra, meanwhile, saw case sales in c-stores grow 18.7%, building the brand by tying it to refreshment after a workout.
Here's a look at three brewers that hope to trade light-beer drinkers up with their take on the lifestyle approach to beer ...
1. Amstel
In 2018, Heineken USA’s Amstel team will tout its low-calorie but full-flavor brew Xlight, the company said. Xlight is the first entry by Heineken USA (HUSA) into the lifestyle beer segment, one intended for active beer drinkers but not necessarily those that live in the gym.
“We are looking to be the first fitness beer for the everyday consumer,” said Jessica Robinson, vice president of portfolio brands for HUSA.
Xlight contains 2 grams of carbohydrates and 90 calories per 12-ounce serving. It launched in March and is currently available in three states: Arizona, Massachusetts and Texas.
2. Corona
Constellation Brands, Chicago, will launch in 2018 Corona Premier, its lifestyle light beer with 90 calories and 2.6 grams of carbohydrates per 12-ounce bottle. A spokesperson said Premier, with "that same flavor as Corona but with a lighter taste," is aimed at a different consumer than Corona Extra to grow the brand's sales.
The drink is in test markets in Atlanta; Charlotte, N.C.; and markets in Texas.
3. Michelob Ultra
The third entry comes from the originator of the category: Michelob Ultra. Anheuser-Busch divulged this month that it will launch an organic line extension, Michelob Ultra Pure Gold, nationally during the second quarter of 2018.
“In 2018, we’ll be raising the bar with Michelob Ultra in a big way by taking active lifestyle and health and wellness to the next level with the introduction of Michelob Ultra Pure Gold,” Azania Andrews, vice president of Michelob Ultra, told CSP Daily News in November 2017. “A low-carb light lager with lower calories than Michelob Ultra made with organic grains for a pure and refreshing taste.”
Although calorie count and other details were not available, Andrews said, “We look forward to sharing more in the coming months.”
A-B has extended the brand in the past with different varieties and flavors, but the organic version is expected to command a higher price point (a 15%-20% premium) than regular Ultra, reports said.