Platinum will be packaged in cobalt blue 12oz glass bottles. It clocks in at 6.0% ABV (compared to 4.2% of normal Bud Light and 5.0% for Budweiser) and will be sold in 6 and 12 packs.
Domestic macro-lager beer sales have been hurting lately as the smaller craft beer market continues to grow. This is AB’s attempt to win back a fledging demographic of drinkers.
“There are opportunities for light beer to expand into new occasions, and we think Bud Light Platinum is the beer to take us there,” said Mike Sundet, senior director, Bud Light on the company’s official web site. “Bud Light’s ability to innovate and its social personality makes it the ideal brand to introduce Bud Light Platinum to a growing number of image-conscious beer drinkers.”
Advertising Age described Bud Light Platinum’s release as part of a bid “to win over younger drinkers who have been gravitating to spirits.”
Bud Light Platinum will be available nationwide on Jan. 30th and expect to see a huge ad campaign roll out in the coming weeks.
I personally think this beer will taste pretty gross with all that alcohol and little malt or hops to hide it. But it will definitely have an interesting impact on the domestic lager market. Time will tell I guess…