Anheuser-Busch is revisiting the low calorie beer market with the launch of Michelob Ultra.
The 5% abv beer is available exclusively in Tesco and selected on-trade accounts with other retailers negotiating listings from November.
Promising to open up “a whole new category for modern consumers”, the brewing giant said the beer would appeal to “adults leading active lifestyles”.
As well as having a low calorie content, the beer is also low in carbohydrates. It has recently been launched into the US market where its advertising carries the slogan ‘Lose the carbs. Not the taste.’
Details of how the brand will be positioned in the UK are expected within the next few weeks, although Anheuser-Busch will be looking to change consumers’ perceptions of low calorie beer after it was forced to withdraw Bud Light in 2001 despite a successful US launch in 1998.
UK drinkers have previously failed to embrace low calorie beers, which resulted in Coors pulling Coors Light from shelves in England.
However, it too is looking to relaunch the brand this year (The Grocer, p66, March 29 2003).
Buyers said the term ‘light’ confused consumers who wrongly assume that it indicates the beer has a lower alcohol strength.
One buyer said: “I’m still not sure consumers are ready, the UK is a very different market to the US.”
Retailers have also called into question Anheuser-Busch’s own confidence about the potential for Michelob Ultra.
A senior buyer said: “It is disconcerting that a major brewer would launch what it believes to be a major brand with only one retailer.”
Rosie Davenport
The 5% abv beer is available exclusively in Tesco and selected on-trade accounts with other retailers negotiating listings from November.
Promising to open up “a whole new category for modern consumers”, the brewing giant said the beer would appeal to “adults leading active lifestyles”.
As well as having a low calorie content, the beer is also low in carbohydrates. It has recently been launched into the US market where its advertising carries the slogan ‘Lose the carbs. Not the taste.’
Details of how the brand will be positioned in the UK are expected within the next few weeks, although Anheuser-Busch will be looking to change consumers’ perceptions of low calorie beer after it was forced to withdraw Bud Light in 2001 despite a successful US launch in 1998.
UK drinkers have previously failed to embrace low calorie beers, which resulted in Coors pulling Coors Light from shelves in England.
However, it too is looking to relaunch the brand this year (The Grocer, p66, March 29 2003).
Buyers said the term ‘light’ confused consumers who wrongly assume that it indicates the beer has a lower alcohol strength.
One buyer said: “I’m still not sure consumers are ready, the UK is a very different market to the US.”
Retailers have also called into question Anheuser-Busch’s own confidence about the potential for Michelob Ultra.
A senior buyer said: “It is disconcerting that a major brewer would launch what it believes to be a major brand with only one retailer.”
Rosie Davenport
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