Anheuser-Busch wants to reinvent light beer also though Bud light Platinum has only eight calories much less than regular Bud. (Anheuser-Busch)

What’s therefore special about the latest member the the Budweiser family, which debuted Jan. 30 in cobalt blue bottles? in ~ 6 percent alcohol by volume, Bud light Platinum is more potent 보다 the typical American brew. (Bud Light actions only 4.2 percent, continuous Bud 5 percent.) Popping the cap, you obtain a contempt sulfurous aroma, but otherwise the beer is quite inoffensive, v a grainy sweetness and also a little more aftertaste than you’d expect in a irradiate beer. Like most mainstream lagers, the over-carbonated, so you might feel a bit bloated if friend suck it straight from the bottle.

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What’s an ext intriguing is: who is Anheuser-Busch targeting through this brand-new line extension?

craft beer drinkers? A irradiate lager would certainly seem come hold tiny appeal because that a new generation weaned on bourbon-barrel-aged brews, Belgian-style sour ales and also imperial stouts.

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Weight watchers? Bud light Platinum consists of 137 calories, practically as much as the 145 calories you’d ingest through downing a can of regular Budweiser.

People who don’t really favor the taste the beer however want a cheap alcohol-delivery system? You have the right to buy a six-pack of plain Bud Light, with also less flavor, for around $1.50 less.

Citing the higher alcohol and also unusual cobalt blue bottle, industry analyst David “Bump” Williams has actually speculated the Anheuser-Busch might try to it is in luring ago drinkers that deserted beer because that spirits end the last pair years. However he’s skeptical around the new release.

“Bud Light through 6 percent alcohol by volume and also a sweet taste is an oxymoron in my mind,” Williams noted. “It’s no drinkable, and it’s certainly not going to lure spirits shoppers over to beer together planned. That taste is not for Bud light drinkers, so ns expecting a most product top top the shelves through very little repeat purchases at the super-premium price point. It’s much better than Bud Light golden Wheat, however that’s a an extremely low base.”

In that is third-quarter earnings report, Anheuser-Busch describes the beer as “a trendy blue-bottle line extension that appeals to a key group of beer drinkers and expands consumer occasions,” back it no specify what those beer drinkers or occasions are.

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The Bud light Platinum internet site modestly proclaims the the product “has changed the category of light beer” and talks about the brand gift “triple filtered,” which could be a rejoinder come Miller Lite’s equally meaningless insurance claim of being “triple hopped.”

One would think that Anheuser-Busch’s executives could read the composing on the wall. Handmade beer accounts for a little an ext than 5 percent that the market, but it’s cultivation at a double-digit pace, when the tendency beer market is contracting. (Anheuser-Busch’s beer shipments in 2011 fell by 2.9 percent, as the agency failed to reach the 100-million-barrel note for the very first time in a decade.)

Anheuser-Busch can have sent a bold message by devoting one of its Super bowl ads to another new product, that is Shock top Wheat IPA, i m sorry is dry-hopped through Magnum and also Cascade hops and leavened through malted wheat because that a little an ext lightness and drinkability. The IPA, through 5.8 percent alcohol through volume, is collection to fight shelves on march 19.

But the bigger the company, it seems, the higher the are afraid of genuine innovation, and that’s why this Super bowl Sunday we’re obtaining the same old, same old in a blue bottle.

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