USA: Bud Light Platinum available in Texas

Bud Light Platinum, a higher alcohol version of the world’s best-selling beer, went on sale in Texas at the beginning of this week, a week earlier than the rest of the country, Chron.com reported on January, 20.

In announcing the new brew last November, parent company AB InBev described Bud Light Platinum as a “slightly sweeter” product positioned as “an upscale light beer option”. It is the first brand extension since Bud Light Golden Wheat in 2009.

The Platinum version is 6 percent alcohol by volume, a percentage point higher than regular Budweiser.

The rollout follows another stagnant year in domestic brewing.

Industry observer Beer Marketer’s Insights reported in December that U.S. beer shipments for 2011 were expected to decline by 3 mln barrels, despite continued rapid growth among the smaller craft breweries.

Advertising Age earlier this month described the release of Bud Light Platinum as part of an effort “to win over younger drinkers who have been gravitating to spirits”. The magazine said AB InBev would spend heavily on advertising and is expected to buy at least one spot for Platinum during the Feb. 5 Super Bowl.

25 January, 2012