Bud Light Unveils New Carbonated-Reduced Beer for Health-Conscious Consumers
Anheuser-Busch announces the launch of Bud Light Next, their first carbonated-reduced beer, catering to the growing trend of health-conscious consumers who prefer lighter beers. This move comes as beer experiences a resurgence amid shifting preferences and trends.
Bud Light Next is geared towards audiences like Generation Z, seeking nutritional value and flavor similar to hard seltzers. According to Andy Goeler, Bud Light's Vice President of Marketing, the new beverage meets the demand of consumers seeking calorie- and carb-conscious products.
The rise of low-carb diets and evolving consumer habits have made carbonated reduction popular. Anheuser-Busch (BUD), being the first large brewery to introduce a carbonate-free beer on the market, capitalizes on this growing demand for low-carb options in the beer industry.
Goeler shares that modern consumption trends offer consumers the choice between calorie- and carb-reduced products, making Bud Light Next an attractive offering. As a completely carb-free product, it caters to this consumer trend evidenced in multiple industries.
Developing Bud Light Next required ten years and approximately 130 prototypes, internally referred to as 'Project Impossible'. Goeler explains that this lengthy process resulted in the perfect blend, making it a significant leap for the brand.
A 12-ounce portion of Bud Light Next contains 4% alcohol by volume and 80 calories, fewer than standard Bud Light and similar to its alcohol content. In contrast, Bud Light contains 6.6 grams of carbs per 12-ounce portion, while many other low-carb beers in the market today have half this amount.
Goeler describes Bud Light Next's flavor as light and refreshing, with subtle citrus undertones. It will be available in bottles and cans in both six and twelve-pack varieties, retailing at a slightly higher price than standard Bud Light.
Goeler emphasizes the spirit of continuous improvement and innovation being a part of Bud Light's strategy. The success of Bud Light Seltzer and fruit-infused Bud Light underlines the brand's determination to offer the right product to the right consumer.
Introducing a new beer in a highly competitive market can be risky. Thus, Bud Light follows a strategy similar to Bud Light Seltzer, ensuring its new beers are associated with the Bud Light brand. In addition, Bud Light Next helps Bud Light transition from lighter beers to lighter brands, following the same trajectory as Natural Light Ale (also owned by Anheuser-Busch), which moved beyond beer to alcopop and flavored vodka.
The decline in beer sales over the past decade largely reversed during the COVID-19 pandemic, as beer's affordability, brand recognition, and product innovation sparked renewed interest. A recent Nielsen report indicates that the single-unit retail beer sales rose by 8.6% to $40 billion last year, with the sales of light beers increasing by 5% to $10.6 billion. The growth in light beer sales is attributed to the growing popularity of low-carb options and fruit-flavored beers.
Low-carb beers have become a significant focus for Anheuser-Busch, with Michelob Ultra, their high-performing low-carb brand, consistently outpacing other offerings from the company. However, Goeler is cautious about Bud Light Next becoming the crowning achievement of Michelob Ultra, as it will target a different market demographic, pivoting away from Michelob Ultra's lifestyle positioning for active individuals.
