Anheuser-Busch has launched a new Bud Light product called Platinum, which is meant to be a more upscale option for light-beer drinkers. But with Bud Light being associated with sports and college parties, the beer company may have a bit of a marketing challenge ahead of it.
Platinum is 6% alcohol by volume, compared to regular Bud Light, which is 4.2%. While the new beer has more calories than Bud Light, it has fewer carbs.
“Bud Light's ability to innovate and its social personality makes it the ideal brand to introduce Bud Light Platinum to a growing number of image-conscious beer drinkers,” Anheuser-Busch said in a statement last November.
While the platinum bottles, which are made of cobalt blue glass, are a little more aesthetically pleasing than regular Bud Light bottles and a bit more futuristic, they don't stand out that much from their original counterparts.
The whole idea of making products or brands “classier” seems to be a marketing tactic that more brands are adopting. McDonald's launched McCafe, its espresso-based beverages, in 2009, which brought a new concept to consumers about fast-food coffee and lattes. This past year, Burger King also took a different direction with its food-marketing when it ousted the silly King mascot and focused on its healthy, fresh-food options instead.
Perhaps Bud Light Platinum will make a big splash among consumers, especially those who miss college or want to appear a little more couth while tailgating at a football game. The new beer may also appeal to women since it's in a sleek-looking bottle and has lower carbs.