Anheuser-Busch desires to reinvent light beer even though Bud irradiate Platinum has only eight calories much less than regular Bud. (Anheuser-Busch)

What’s therefore special around the latest member of the Budweiser family, i m sorry debuted Jan. 30 in cobalt blue bottles? in ~ 6 percent alcohol through volume, Bud light Platinum is more potent 보다 the typical American brew. (Bud Light steps only 4.2 percent, continuous Bud 5 percent.) Popping the cap, you acquire a slightly sulfurous aroma, but otherwise the beer is rather inoffensive, v a grainy sweetness and a little more aftertaste 보다 you’d suppose in a light beer. Like many mainstream lagers, the over-carbonated, therefore you could feel a bit bloated if you suck it directly from the bottle.

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

handmade beer drinkers? A light lager would certainly seem to hold tiny appeal for a new generation weaned ~ above bourbon-barrel-aged brews, Belgian-style sour ales and also imperial stouts.

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

People who don’t really prefer the taste that beer but want a cheap alcohol-delivery system? You can buy a six-pack of ordinary 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 speculated the Anheuser-Busch might shot to it is in luring back drinkers who deserted beer because that spirits over the last couple years. However he’s skeptical around the new release.

“Bud Light through 6 percent alcohol by volume and a sweet taste is one oxymoron in mine mind,” Williams noted. “It’s no drinkable, and also it’s absolutely not going to entice spirits shoppers over to beer as planned. That taste is not for Bud light drinkers, so i’m expecting a lot of product ~ above the shelves with very little repeat purchases at the super-premium price point. It’s better than Bud Light gold Wheat, but that’s a really low base.”

In the third-quarter earnings report, Anheuser-Busch describes the beer together “a trendy blue-bottle line extension that appeals to a crucial group of beer drinkers and expands consumer occasions,” although it doesn’t specify what those beer drinkers or occasions are.

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The Bud irradiate Platinum internet site modestly proclaims the the product “has revolutionized the group of light beer” and talks about the brand being “triple filtered,” which might be a rejoinder to Miller Lite’s equally meaningless claim of being “triple hopped.”

One would certainly think the Anheuser-Busch’s executives can read the creating on the wall. Craft beer accounts for a little an ext than 5 percent the the market, yet it’s farming at a double-digit pace, while the mainstream beer market is contracting. (Anheuser-Busch’s beer shipping in 2011 fell by 2.9 percent, together the firm failed to reach the 100-million-barrel mark for the very first time in a decade.)

Anheuser-Busch can have sent out a bold message by devoting one of its Super bowl ads come another brand-new product, its Shock peak Wheat IPA, i beg your pardon is dry-hopped v Magnum and Cascade hops and also leavened v malted wheat because that a little an ext lightness and drinkability. The IPA, with 5.8 percent alcohol through volume, is collection to struggle shelves on march 19.

But the larger the company, that seems, the better the fear of actual innovation, and that’s why this Super key Sunday we’re acquiring the same old, very same old in a blue bottle.

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