New Life For Light Beer?

CHICAGO — Is light beer about to go through a renaissance? It will if three of the largest beer marketers in the United States have something to say about it, as they each prepare to launch new products in the lifestyle beer segment—light, easy-drinking but premium beers meant for everyday consumption—created by Michelob Ultra.

In an atmosphere where low-calorie beers have been on the decline for years, Michelob Ultra, with 2.6 grams of carbohydrates and 95 calories, has stood as a sales juggernaut, growing when other light beers couldn’t.

Fifty-three million U.S. consumers drink domestic light beers. But still, during the first half of 2017, Bud Light, the best-selling beer in the country, saw case sales drop 5.4% in convenience stores, while Coors Light dipped 2.2% and Miller Lite declined 3.6%, according to IRI data. Michelob Ultra, meanwhile, saw case sales in c-stores grow 18.7%, building the brand by tying it to refreshment after a workout.   MORE

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