Michelob Bets on Low-Carb Beer

May 03, 2002

Anheuser-Busch plans to roll out its “low-carbohydrate” Michelob Ultra in Chicago, Baltimore, Washington, D.C., and the rest of Florida on May 13, reports the Chicago Tribune. A national rollout of the brand, launched last December in Denver, Tucson, Ariz., and central Florida, is planned for this September.

Michelob Ultra, with an average amount of 96 calories for a light beer, boasts only 2.9 grams of carbohydrates, slightly less than a can of Miller Lite. Outdoor and newspaper ads will carry a picture of the bottle with the line: “Lose the carbs. Not the taste.”

Anheuser-Busch executives cite a better-than-expected response in its initial markets for the decision to roll out the product nationally. “We couldn’t have anticipated the consumer demand,” says Dave Peacock, vice president of high-end brands. “With the focus on low-carbohydrate diets today, we think it has a unique niche in the market.”

Moderator Comment: Will Michelob Ultra help to increase
overall beer consumption or will it simply take sales from the light segment?

Ah, the continuing search for beer without the belly.
A very worthy cause in our mirror, er, book. [George
Anderson – Moderator

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