Wolverhampton & Dudley hopes to challenge Michelob Ultra’s presence in the low carbohydrate beer market with the relaunch of its Marston’s Low C ale.
The beer, which was introduced 30 years ago as the original low-calorie proposition, is being repositioned to appeal to “today’s dieting consumers”. Details of the revamp are being finalised this week, but the brewer has already discussed the idea with key buyers.
A main plank of the repositioning is likely to focus on the beer’s calorific content, which a spokeswoman said was lower than that offered by Anheuser-Busch’s newcomer Michelob Ultra. She said: “A 275ml bottle of Low C contains 1.65g of carbohydrates and 85 calories compared to Michelob Ultra’s 2.5g of carbohydrates and 88 calories per bottle. It has the lowest calories in the market.”
She insisted the market was “falling over itself” for quality low carb beers, although sales figures have yet to prove that consumers feel the same way.
She added that because the brew was 4.7% abv, its premium strength would reinforce the message that health-conscious consumers did not have to compromise on taste.
The brand’s last marketing push was during the late 1990s when comedian Steve Coogan lent his Pauline Calf character to an ad campaign. A beer buyer at a leading multiple said: “The low carbohydrate market is very niche and only appeals to a small number of consumers.”
Rosie Davenport
The beer, which was introduced 30 years ago as the original low-calorie proposition, is being repositioned to appeal to “today’s dieting consumers”. Details of the revamp are being finalised this week, but the brewer has already discussed the idea with key buyers.
A main plank of the repositioning is likely to focus on the beer’s calorific content, which a spokeswoman said was lower than that offered by Anheuser-Busch’s newcomer Michelob Ultra. She said: “A 275ml bottle of Low C contains 1.65g of carbohydrates and 85 calories compared to Michelob Ultra’s 2.5g of carbohydrates and 88 calories per bottle. It has the lowest calories in the market.”
She insisted the market was “falling over itself” for quality low carb beers, although sales figures have yet to prove that consumers feel the same way.
She added that because the brew was 4.7% abv, its premium strength would reinforce the message that health-conscious consumers did not have to compromise on taste.
The brand’s last marketing push was during the late 1990s when comedian Steve Coogan lent his Pauline Calf character to an ad campaign. A beer buyer at a leading multiple said: “The low carbohydrate market is very niche and only appeals to a small number of consumers.”
Rosie Davenport
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