Every once in a while we here at Cigar Brief are fortunate enough to get our hands on some top secret and highly controlled test products prior to their becoming available to the public. If you’re like me and take pleasure in the idea of getting to look behind the curtain before anyone else gets a chance too, then listen up! Say hello to Budweiser Light Platinum, set to hit retail shelves on January 31, 2012.
Sporting a sleek blue bottle and weighing in at 137 calories, the 6.0% ABV Platinum will be debuted to the world by starring in a new commercial set to run during Super Bowl XLVI. The new platinum brew seems to indicate that Anheuser-Busch is bucking the low calorie and low alcohol percentage trend that has dominated the last few years. With so many craft beers becoming more widely available, thanks a lot to high-end food retailers and in much greater supply than ever before, this may be Budweiser’s perfect opportunity to show off something shiny and new while still remaining in their light beer wheelhouse. According to Anheuser-Busch, the Platinum “appeals to a key group of beer drinkers and expands consumer occasions.” Although it may not seem like it, Bud Light Platinum’s 6.0 ABV is a fairly significant increase when compared to Bud Light’s 4.2% ABV and regular Budweiser’s 5.0% ABV.
Now on to the cool part, I happened to snag a bottle of the new brew and I’m happy to report that it’s not just Bud Light in new clothes; instead it’s clear that Anheuser-Busch has really tried to do something innovative and different. The main profile of the new brew is undoubtedly Budweiser, however, the “skunky” flavor that some light beers can notoriously develop is completely absent here. The Platinum has a slightly sweeter profile with a considerably smoother finish. When compared to either of its brethren, it’s more full bodied and will most assuredly appeal to a more desensitized craft beer demographic. Now with that being said, Anheuser-Busch is certainly not re-inventing the wheel, but I found it to be more enjoyable than its predecessors.
So as we move closer towards Super Bowl XLVI and prepare to be inundated with crazy commercials and endless beer ads, you can now be that amazingly insightful person in the room who exclaims, “I heard that the new Platinum was better than Bud or Bud Light” thereby inciting a deeply intellectual and introspective conversation that will keep the entire crowd entertained for countless hours!!! Or maybe not. In any event, this is a solid attempt to create a better product to more accurately reflect what consumers are clamoring for. Well done Anheuser-Busch, let the tailgating begin.