As consumers are increasingly choosing healthier food and drink options, America’s largest brewing company Anheuser-Busch, is brewing up an even lighter version of Bud Light called Bud Light Next. The beverage is low in calories and sugar, without skimping on the alcohol content.
On September 16, 2021, Anheuser-Busch announced the launch of Bud Light Next. The St. Louis-based beverage company will release the new beer in early 2022, making them “the first major brewer to launch a zero-carb beer.”
Andy Goeler, Bud Light’s vice president of marketing, told CNN Business that the brand hopes to distinguish itself from the overabundance of low-carb beers and become the world’s first carb-free beer. “Today’s consumers have got options of low calorie and low carb products. This is another entry to have something that goes all the way to zero carbs.” Goeler explained.
Goeler pointed out that the product development process for Bud Light Next is a scientific feat. It took around ten years to develop Bud Light Next, with roughly 130 prototypes created before landing on the perfect formula. They called the process “Project Impossible.”
The end product is described as “light, refreshing, and clean, with a hint of citrus.” Goeler added that Bud Light Next is “the next generation of light beer for the next generation of beer drinkers.”
A 12-ounce serving of Bud Light Next will contain 4% alcohol-by-volume (ABV), comparable to the amount in the original Bud Light, which has 4.2% ABV. However, the calorie content will be considerably lower—Bud Light Next will contain 80 calories, while the same serving size of Bud Light has 110 calories.
The launch of Bud Light Next is the brand’s attempt to shift from being “the light beer to the light brand” and is part of the brand’s overall effort to keep “evolving and innovating.”
Over the past decade, beer sales have declined. However, the pandemic has essentially reversed that trend. Today, Americans are choosing beer for its affordability, brand familiarity, and product innovations that have reignited interest, such as the successful launch of Bud Light Seltzer and fruit-flavored Bud Light.
According to Nielsen, retail sales of beer increased 8.6% in 2020, totaling up to $40 billion. In particular, light beer sales soared 5% to $10.6 billion because of the popularity of seltzers and low-carb beers.
