E-Malt.com News article: USA: AB InBev expanding production of Bud Light Platinum to three more breweries

Anheuser-Busch is expanding production of Bud Light Platinum to three more breweries to keep up with demand that is outpacing expectations, St. Louis Business Journal reported on April, 30.

Brewing has already begun in A-B’s St. Louis and Columbus, Ohio, breweries, and its Ft. Collins, Colo., brewery is set to follow suit in June. The beer was already produced at AB InBev’s facilities in Baldwinsville, N.Y., Cartersville, Ga., and Los Angeles.

“We’re optimistic we have a winner on our hands with Bud Light Platinum,” said Luiz Edmond, AB InBev’s zone president for North America about the beer that the company released in late January. “Trial and repeat purchases have been tremendous since the first ads aired during the Super Bowl, and while supplies were tight in the first few months, having to double the number of breweries producing Bud Light Platinum is a great problem to have.”

Bud Light Platinum is a light beer with more alcohol and calories than the stalwart Bud Light. It contains 6 percent alcohol by volume and 137 calories, while Bud Light contains 4.2 percent alcohol and 110 calories.

Based on IRI Symphony data, Bud Light Platinum has proven to be the most successful brand launch in the U.S. alcohol industry since 2005. Within two weeks of launch, Bud Light Platinum claimed a 1.4 percent market share.

Belgium-based Anheuser-Busch InBev is the parent company of Anheuser-Busch in St. Louis. AB InBev had revenue of $39.05 billion in 2011.

01 May, 2012