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Anheuser-Busch Launches New Low-Carb Malt Drink
Tuesday, June 08, 2004
NEW YORK Anheuser-Busch Cos. Inc. (BUD), the largest U.S. brewery, is introducing a low-carbohydrate option to its line of flavored malt beverages, the latest in a line of products designed to piggyback on the popularity of Atkins-style diets (search).
The new product, called Bacardi Silver Low-Carb Black Cherry (search), is the latest in Anheuser-Busch's efforts to capitalize on the trendy diet. Michelob-Ultra, the company's low-carb beer, has performed strongly since its introduction in 2003.
Bacardi Silver Low-Carb Black Cherry contains 2.6 grams of carbohydrates and 96 calories, compared with 32 grams of carbs and 225 calories for other Bacardi Silver drinks, Don Meyer, director of new products for Anheuser-Busch, said on a conference call.
The company, which began the roll-out of the new drink on June 1, plans to promote Bacardi Silver Low-Carb with television commercials that focus on the attributes of the drink, rather than the lifestyles of consumers, Meyer said.
Meyer declined to give sales goals for the drink but said it would be targeted at 21- to 27-year-old consumers.
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