This is a bit of a head scratcher. Though it’s been rumored for a while now, apparently it is coming, as AdAge is reporting that the TTB has given label approval for Bud Light Platinum. Though thought to be somewhere between 6% and 8% a.b.v., AdAge indicated the new low-calorie beer will weigh in at 6% and have 137 calories. Regular Bud Light is 4.2% a.b.v. and has 110 calories. And as regular Budweiser is 5% and 145 calories, it’s hard to see the point. Apparently, the idea is “to tap into the rising popularity of craft beers, which tend to be fuller bodied with more alcohol.” Sure, just throw in some alcohol, that should fool people. Apparently they’re missing the point that craft beer drinkers want flavor, not just higher octane. But given how successful the big brewers have been at convincing people to drink low-calorie light beers, I have little doubt this couldn’t work, too, however illogical I find the very notion of light beer.
ABI has also apparently registered the domain name budlightplatinum.com, but it’s not yet an active website. There’s not even a placeholder there so it may be some time before we see the actual beer. ABI has also not yet made an official announcement or sent out a press release.