The Publican: AB launches low calorie Michelob Ultra
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Anheuser-Busch (AB) is targeting weight-conscious drinkers with the launch of Michelob Ultra, a low carbohydrate and low calorie alternative to other mainstream lagers.
The new beer, five per cent ABV, contains just 2.5g of carbohydrates and 88 calories per 275ml bottle and has been available in the US for some time where the light beer category is far more buoyant than over here.
AB is hoping that the brand’s “figures speak for themselves” advertising campaign, which underlines flattering comparisons with the calorie content of rival brands, will prove more successful than its previous attempt to convert the UK drinker to a calorie-counting lager sector.
The link address is: http://www.thepublican.com/cgi-bin/item.cgi?id=10670&d=32&h=24&f=23&dateformat=%25o%20%25B%20%25Y
