Budweiser floats Select 55, ‘lightest beer in the world’
08 Feb 2010
With beer makers engaged in a battle to offer 'healthier' drinks to customers, Budweiser has launched what it bills as ''the lightest beer in the world, and claimed to have only 55 calories per 12-ounce serving.
Budweiser says the new bitter squarely beats Miller Genuine Draft MGD64 which has 64 calories.
The Select 55 beer is made from caramel malts and a blend of domestic and imported hops with 1.9 grams of carbohydrates.
The company is using all marketing strategies to popularise the beer with a website, select55.com launched to promote the product.
The beer was commercially launched on Sunday's Super Bowl.
Keith Levy, vice president marketing, Anheuser-Busch told the New York Daily News before the launch that the company would have been hard-pressed to find a better way to introduce millions of adult beer drinkers to the lightest beer in the world than to feature the brand as part of our Super Bowl ad lineup.
He added that they had been encouraged by the positive response to Select 55 in test markets were pleased to offer the product to consumers nationwide. He said that the company's innovations and brewing teams had once again successfully collaborated to give the consumers what they wanted.