Wolverhampton & Dudley Brands (W&DB) is targeting weight-watching pub-goers with the introduction of Resolution, formerly known as Low C.
The Midlands brewer has rebranded its low carbohydrate bottled ale in an attempt to gain a foothold in the fast-growing low-calorie beer sector.
Low C was developed in the late 1960s by the then head brewer, Alan Alpin, for diabetics. But under its new name it will compete with Michelob Ultra, the recently launched low-calorie beer brewed and heavily supported by Anheuser-Busch.
Since its high-profile launch last year, Michelob Ultra has gained a stronger following than its badly-received predecessor Bud Light. The brand has recently announced its sponsorship of the London Marathon. Resolution, 4.7 per cent ABV, contains 1.65g carbohydrates and 85 calories while Michelob Ultra has 2.5g carbohydrates and 88 calories per 275ml bottle.
W&DB Brands marketing director Peter Jackson said: "Resolution is full-flavoured, yet refreshing and easy to drink. It is double fermented to turn all the sugar into alcohol, which means it's also less filling than other beers.
"We believe the rebranded Low C will be our 'resolution' and one that drinkers can stick to."
The launch of Resolution is the latest in a line of product developments from WDB Brands and follows Marston's recent entry to the nitrokeg arena with Marston's Finest Creamy Smooth.