Anheuser-Busch (AB) is targeting weight-conscious drinkers with the launch of Michelob Ultra, a low carbohydrate and low calorie alternative to other mainstream lagers.
The new beer, five per cent ABV, contains just 2.5g of carbohydrates and 88 calories per 275ml bottle and has been available in the US for some time where the light beer category is far more buoyant than over here.
AB is hoping that the brand's "figures speak for themselves" advertising campaign, which underlines flattering comparisons with the calorie content of rival brands, will prove more successful than its previous attempt to convert the UK drinker to a calorie-counting lager sector.
Two years ago, the American brewer was forced to withdraw Bud Light from the UK market after the brand failed to boost its lean sales figures.
Despite its position as the second best-selling lager brand and number one light beer in the world, the low calorie alternative to the Budweiser brand failed to catch on with the British consumer.
However, Randall Blackford, marketing director for AB Europe, feels an Atkins diet obsessed UK is now ready to embrace a slimline beer.
"Michelob Ultra is a smooth, refreshing beer for drinkers who enjoy a great tasting beer but are attracted to lower carbohydrates and calories," he said.
"Our research indicates that more adults who enjoy premium lagers are living active lifestyles. In addition, consumer interest in lower carbohydrate food and drink has been steadily increasing for some time in the UK. For these reasons we expect Michelob Ultra to create a significant excitement in the trade."