A-B to launch Michelob ‘light beer’ in UK

Anheuser-Busch (A-B) Europe is planning to launch Michelob Ultra, a low-calorie, low-carbohydrate American variant of the beer brand, in the UK next month. The move comes two years after the brewer scrapped Bud Lite, a similar low-calorie drink.

The 1999 Bud Lite launch was supported by a 5m advertising and marketing push. It is not known how much the company plans to invest in Michelob Ultra. A-B is understood to have done an exclusive 12-week deal with Tesco to introduce the product. One industry insider says: “The deal with Tesco will give A-B access to Clubcard data, which is what the brewer is after.”

Rival Coors’ “healthy” beer, Coors Lite, was rebranded as Coors Fine Lite Beer earlier this year to try to avoid the negative perceptions among British drinkers of “light” beers. For most consumers, the tag refers to a low alcohol content, rather than low calories.

A-B’s Budweiser brand recently signed up as a sponsor of Formula One team BMW Williams, in a five-and-a-half year deal worth about 10m a year (MW July 3).

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here