Anheuser-Busch wants to reinvent light beer also though Bud irradiate Platinum has only eight calories much less than continuous Bud. (Anheuser-Busch)

What’s for this reason special around the recent member the the Budweiser family, i m sorry debuted Jan. 30 in cobalt blue bottles? in ~ 6 percent alcohol through volume, Bud irradiate Platinum is more potent than the mean American brew. (Bud Light actions only 4.2 percent, continuous Bud 5 percent.) Popping the cap, you acquire a contempt sulfurous aroma, yet otherwise the beer is rather inoffensive, with a grainy sweetness and also a little much more aftertaste 보다 you’d expect in a irradiate beer. Like many mainstream lagers, it’s over-carbonated, for this reason you might feel a bit bloated if friend suck it straight from the bottle.

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What’s more intriguing is: who is Anheuser-Busch targeting through this brand-new line extension?

craft beer drinkers? A light lager would certainly seem to hold small appeal because that a brand-new generation weaned ~ above bourbon-barrel-aged brews, Belgian-style tart ales and imperial stouts.

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Weight watchers? Bud light Platinum contains 137 calories, practically as lot as the 145 calories you’d ingest by downing a can of regular Budweiser.

People that don’t really choose the taste of beer however want a cheap alcohol-delivery system? You deserve to buy a six-pack of simple Bud Light, with also less flavor, for about $1.50 less.

Citing the higher alcohol and unusual cobalt blue bottle, industry analyst David “Bump” Williams has actually speculated that Anheuser-Busch might try to be luring earlier drinkers that deserted beer for spirits end the last pair years. Yet he’s skeptical about the new release.

“Bud Light with 6 percent alcohol through volume and a sweet taste is one oxymoron in my mind,” Williams noted. “It’s no drinkable, and it’s certainly not walking to lure spirits shoppers end to beer as planned. That is taste is no for Bud irradiate drinkers, so i’m expecting a most product top top the shelves with very small repeat purchases at the super-premium price point. It’s far better than Bud Light golden Wheat, yet that’s a very low base.”

In that is third-quarter earnings report, Anheuser-Busch refers to the beer as “a trendy blue-bottle line expansion that appeals to a vital group of beer drinkers and also expands consumer occasions,” return it doesn’t specify what those beer drinkers or occasions are.

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The Bud light Platinum net site modestly proclaims the the product “has reinvented the classification of light beer” and also talks around the brand being “triple filtered,” which can be a rejoinder come Miller Lite’s same meaningless insurance claim of being “triple hopped.”

One would think that Anheuser-Busch’s executives could read the writing on the wall. Craft beer accounts because that a little an ext than 5 percent that the market, but it’s growing at a double-digit pace, if the tendency beer sector is contracting. (Anheuser-Busch’s beer shipments in 2011 fell by 2.9 percent, together the company failed to reach the 100-million-barrel note for the very first time in a decade.)

Anheuser-Busch can have sent a bold blog post by devoting among its Super key ads come another new product, its Shock top Wheat IPA, i beg your pardon is dry-hopped with Magnum and also Cascade hops and also leavened v malted wheat for a little more lightness and also drinkability. The IPA, with 5.8 percent alcohol through volume, is set to struggle shelves on march 19.

But the bigger the company, that seems, the higher the fear of genuine innovation, and also that’s why this Super key Sunday we’re acquiring the exact same old, very same old in a blue bottle.

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