E-Malt.com News article: 1832

Adolph Coors Co., the No. 3 U.S. brewer, said on November 19 that it plans to introduce a low carbohydrate beer in 10 states on March 1. The reason is to gain larger market share with health-conscious drinkers. The new beer, called Aspen Edge, is designed to compete with products such as rival Anheuser-Busch Cos. Inc.'s Michelob Ultra. Coors said in a statement it plans to make the product available across the United States by the end of 2004. "We are excited to offer consumers a full-flavor, low-carbohydrate beer," said Sara Mirelez, brand manager for Aspen Edge, in a statement. Coors, which also makes the popular Coors Light brand, will launch Aspen Edge with the help of television, billboard, radio and print advertisements.

Coors said the new brand would be sold in packages of 6 bottles and 12 bottles. SABMiller PLC is attempting to enter the market as well, by recasting its existing Miller Lite brand as a low-carbohydrate beer. Coors, the third-largest brewer in the United States, after Anheuser-Busch and Miller Brewing, sells about a dozen beer brands in the United States. Coors Light accounts for about 70 % of its sales. Coors Brewing is the main operating unit of Golden-based Adolph Coors Co. The company sells its products in North America, Latin America, the Caribbean, Europe and Asia.

Over the past year, Michelob Ultra has allowed Anheuser-Busch to consistently increase profits in an industry suffering from sluggish volume growth worldwide.


21 November, 2003