E-Malt.com News article: 2367

USA: Beer giant Anheuser-Busch is looking into a low carb version of its world famous Bud beer. Following the success of its low-carb beer Michelbo, the transformation of its best selling beer may be an indication of the staying power of low-carb diets, writes Danny Vincent.

The company is trying to take advantage of the increase in health conscious consumers in the food and drink sector. It introduced Michelbo Ultra in the US in September 2002 which was a big success for the brewer. Now the group has plans to launch a new version of its best selling Budweiser beer, according to Beverage Daily.

Bud is already available in a light form which contains 6.6 grams of carbs per 12-ounce serving and the company's Michelbo Ultra has 2.6 grams per 12-ounces.

It is reported that the company has been influenced by the increase in sales from its competitor Miller, with its product Miller light. Muller light cut the carb content in its drink during the summer last year and this increased the beverage's sales.

In July las year Anheuser announced that its second quarter earnings rose by 7.9 per cent as a result of the introduction of Michelbo Ultra. The concept of low carb drinks are indeed risky in the beer industry. The company's brand leader said in an interview last year that was unsure if the drink was to be a success.

It is clear tat industry observers are divided over the staying power of low carb drinks and indeed low-carb diets in general.

It appears that this sector is increasing rapidly and there is no place were this is moire evident than in the US. 45 per cent of beers on the US market are light beers and the three biggest players are Bud light, Coors Light and Miller Light. These beers make up 70 per cent of the beer category.

The company believes that its product spread will allow it to out[perform Miller in future. It is estimated that one in every two beers sold in the US is produced by Anheuser.


19 March, 2004