Drinkers See the Light in Low-Carb Beer

Las Vegas Sun , ASSOCIATED PRESS ^ | Dec.22, 2002 | JUDY LIN, AP

[carlo3b]

December 17, 2003

Drinkers See the Light in Low-Carb Beer

By JUDY LIN
ASSOCIATED PRESS

PITTSBURGH (AP) - Not since Miller made light beer socially acceptable with its "tastes great, less filling" campaign has the American brewing industry been as excited as it is now about a growing line of low-carb beers.

Michelob Ultra, the first major brand to make a splash in the low-carb beer niche, has gotten more popular as Anheuser-Bush on Tuesday reported it taking a 2.1 percent share of supermarket beer sales.

Rolling Rock last week toasted the shipment of 1 million cases of Rock Green Light in less than three months since its launch. In March, Coors Brewing Co. plans to enter the specialty market with Aspen Edge in 10 states.

"It's been the most successful new product since light beer," said Benj Steinman, editor of Beer Marketers Insight. "This is a phenomenon and no one really knows how high is high, but no one really knows when it's going to be over."

The industry generally recognizes light beers as having low calorie counts; low-carb counts are touted as having few carbohydrates. Beer experts say half the estimated $60 billion to $70 billion domestic beer market is from light beer sales as Americans continue to seek out beers that won't add to their waistline.

Although it's still too early to tell how much the low-carb beer sector claims, analysts say there are already more than a dozen so-called "low-carb beers" competing for shelf space, and more breweries are looking to cash in on the trend.

"If I were guessing, every major brewery probably had a recipe they were testing," said Julie Bradford, editor of All About Beer magazine, which will feature a cover story on low-carb beer in its March issue.

Industry analysts, however, are divided about the staying power of low-carb beer.

Bradford predicts the low-carb beer sector will mainly grow at the expense of the light beer sector.

But Brian Sudano, senior vice president of consulting services for Beverage Marketing Corp. in New York City, said Rock Green Light has only been on shelves for about a month. "After 30 days, you're never going to get a read because you're just rolling it out there," Sudano said.

The beer battle may also confuse consumers as companies duke it out over which brand of beer has the fewest carbs. Rock Green Light has 2.6 grams of carbohydrates and 91 calories. Michelob Ultra advertises 2.6 grams of carbohydrates and 95 calories.

Companies are catering to loyal beer drinkers like Bill Trogler, a 44-year-old police detective who washed down a plate of fried clam strips with a glass of IC Light beer during Tuesday's lunch rush in downtown Pittsburgh.

"It tastes good. I drink light to try to keep my weight down," Trogler said.

[carlo3b]

Tastes Great.. More Filling?
Only your bartender knows for sure!

[carlo3b]

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[Willie Green]

Sounds like they're trying to steal a little market share away from the bottled water industry.

[glock rocks]

The only beer you can buy at the market in Utah is "light" beer. Utah has a 3.2% for retail sales rule. Anything stronger has to come from a state package store.

The only Rolling Rock (#33!) sold here is their light. It's wonderful. On the upside, you can drink it all afternoon during a race or yardwork.

I had a business trip to Kentucky a couple years back and ordered a few Millers. I was stupid after about three of those before I realized I wasn't in Utah anymore (click yer heels, Dorothy - LOL).

[reloader]

Please place me on your ping list, Thanks.

[Squantos]

Merry Xmas Carlo !

http://www.jacquielawson.com/viewcard.asp?code=1483260750

Stay Safe !

[South40]

(((((((BUUURRRP)))))

As a matter of fact I like beer.

[mylife]

At the sandwich shop, Primanti Bros., engineer Ed Gourley, 34, said Yuengling is his beer of choice

MMmmm Yuenling! Latrobe brewing has a new one to compete with Yuenling called Loyalhanna. Neither are light tho. The 3 rivers area is home to lots of fattening food and beer.

[diamondjoe]

I moved from Utah a couple years ago, and hadn't really realized how used to those 3.2 Wasatch ales I was...until I picked up a few 5%+ microbrews here in Oregon. Woah.

I have to say, though--considering the 3.2 limit, Utah microbrewers do a fine job, and make a fine product.

[recalcitrant]

letsee...
take out the calories,
take out the alcohol,
take out the carbs,
take out the live yeast,
take out the nutritional value of live and beneficial bacterias and then

pasteurize the whole thing, sterilizing anything of nutritional value or flavor that is left...
and you have avion.

I got a better idea.
Drink REAL beer. Over eight percent, UN pasteurized and unfiltered, with real yeast, hops and bacteria vital to your intestines.. or don't drink it at all.

If you are on a low carb diet?
Save up your carbs for a week and go on a "rip".
Three pints and then another week of NO carb deprivation.

We can call this stuff whatever we want, but if it has none or almost none of the valuable and healthy nutrients of REAL beer... I am not going to call it "beer."

howbout "nearbeer?"

[recalcitrant]

mcmennimans "dodge ball" or "philosopher's stone" nearly 8.5 percent. REAL incredients, virtually LIQUID BREAD...
ONE pint... is a meal.
I kid you NOT.

TWO pints, call a cab and count on a THREE hour workout the next day to keep from gaining two pounds...

[South40]

Arrogant Bastard Ale. 7.2%.

[razorback-bert]

When working in Utah, I would pick up my beer in Wyoming or Colorado. Can't stand 3.2 beer.

[mylife]

ALL Delicious!!

[mylife]

LOL!!

[recalcitrant]

roflmao...
deschutes makes a bottled 8.8 percent beer.
delicious and fattening as heck.

Oregon does have GREAT beer.

[carlo3b]

Wonderful Card.. now from me to YOU.. Merry Christmas.. :o)

[diamondjoe]

These days I'm putting down the Rogue Mocha Porter like there's no tomorrow, as well as the numerous excellent holiday ales we've got around here--Deschutes JubleAle, Bridgeport Ebeneezer Ale, Portland Brewing Co's MacFrost, and so on. Eeek. But building up a pretty good tolerance--one of these days I'll be able to go back and visit my friends in Utah and put down an entire 6 pack w/o feeling it!

Portland may be a bit left, but its beer selection is truly outstanding, year round.

[stands2reason]

Is it Chinese?

[Wolfie]

This reminds me of the low-fat craze of the 80's/90's. Chunky folks pounding down boxes of Snackwell cookies because they were low fat. Empty calories are empty calories, folks. If you don't burn 'em off, they turn to fat.