Bud Light Platinum Debuts In January Just In Time For Super Bowl…But What’s Light Mean?
According to Anheuser-Busch Bud Light Platinum will “appeal to a key group of beer drinkers and will expand consumer occasions,” and the debut of the new Bud Light line extension is due in January 2012, just in time for all the big games.
The new higher powered Bud Light may be an oxymoron as this 6% alcohol by volume (ABV) Bud Light is heavier in alcohol content than Budweiser which is only 5% ABV. The Platinum version packs a wallop compared to the 4.2% ABV of the flagship Bud Light.
But Light must refer to the calories right? Well maybe not so much, as the content of Bud Light Platinum is 137 calories, which is significantly higher than the 110 calories of traditional Bud Light and really pretty close to Budweiser at 145 calories.
The word and branding of ‘Platinum’ kicks and screams the notion of premium and it remains to be seen if it can create a new niche as the word ‘Ultra’ did for Michelob.
The higher potency of Bud Light Platinum is unlike any of the core on-premise brands but is just one tick lower than Natural Ice which doesn’t claim to be light in ABV at 5.9% or in calories at 157 is primarily an off-premise, value priced home refrigerator brand.