Low-Carbs Brewing Big Beer Sales

Discussion
Jan 05, 2004
George Anderson

By George Anderson


Brewers were hoping to attract new consumers to the beer category when they jumped on the low-carb bandwagon. It’s still, perhaps, too early to tell if much headway is being
made into expanding the consumer base of the category but it is clear the new low-carb brews are selling.


Benj Steinman, editor of Beer Marketers Insight told the Associated Press, “It’s been the most successful new product since light beer. This is a phenomenon and no one really
knows how high is high, but no one really knows when it’s going to be over.’


The leader in low-carb beer wars is Michelob Ultra. The first major brand to come out with a low-carb version, the Anheuser-Busch product currently accounts for 2.1 percent of
beer sales in supermarkets.


Moderator’s Comment: Are low-carb beers expanding the consumer base of the category?


Our evidence is anecdotal but over the holidays we did see a couple wine drinkers trying out Michelob Ultra. None reported being ready to give up the grape
but they did say having some low-carb beer from time-to-time is something they could see themselves doing.


Anheuser-Busch, as you would expect, is serious about trying to expand the category’s consumer base. Michelob Ultra is slated to become the official beer
of the LPGA Tour.
[George
Anderson – Moderator
]

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