Currently being test-marketed in Scotland, Anheuser-Busch, will be rolling out Bud Silver throughout the United Kingdon beginning next month. Bud Silver is a “European-style beer with a fuller premium flavor,” according to the UK trade magazine “Checkout.”

It comes in a blue and silver can and is 4.1% abv. According to A-B’s UK managing director, David Dryden, “Bud Silver represents an exciting opportunity for us to compete in a growing category.” Since the UK is Bud’s third-largest market outside the U.S. and Budweiser is the number one premium packaged lager in bars, pubs, clubs and restaurants, I’m not sure what “growing market” he’s talking about. I presume he means beer with flavor — or “fuller premium flavor,” as he put it — is the category that’s growing. But back up a second, how sad is it that marketing is so effective that Britain’s youth has abandoned the country’s rich heritage of ales and made Budweiser their number one drink? But I digress.