In early
December 2001,
Anheuser-Busch began test marketing a new "lighter than lite"
beer in the
United States dubbed Michelob Ultra. Taking
advantage of Americans' recent
obsession with
monitoring and
limiting
carbohydrate intake, Anheuser-Busch touts Michelob Ultra as a low-carbohydrate
alternative to
light beers.
A close competitor in the light beer market is Miller Lite. Both Michelob Ultra and Miller Lite contain 96 calories per 12 ounce (355mL) serving. Miller Lite contains 3.2 grams of carbohydrates per serving, while Michelob Ultra contains 2.9 grams. Considering that Americans typically consume between 250 and 300 grams of carbohydrates per day, the 0.3 gram difference is negligible. Despite the miniscule nutritional differences between the two beers, the marketing campaign for Michelob Ultra will likely succeed and draw away customers from Miller Brewing and other light beer manufacturers.