Anheuser pours lite for the lasses

WHILE carbohydrate-conscious Britons weigh up the merits of the Atkins diet, the world's biggest brewer is trying to fatten its profits after launching the UK's first low-carb beer.

Anheuser-Busch, maker of Budweiser, is testing local demand for low-calorie, low-carbohydrate beer after launching its Michelob Ultra brand. The beverage is aimed at drinkers in their early twenties, particularly women, but Anheuser expects it will appeal to weight-conscious people of all ages.

It is the American brewer's second attempt to crack the 'lite beer' segment in the UK after a £5m campaign to promote Bud Lite fell flat in 1999.

But in the wake of popular lowcarb diets like Atkins, Anheuser is confident Michelob Ultra will tip the scales in its favour. With 5% alcohol by volume, Michelob Ultra contains only 2.5 grams of carbohydrate and 88 calories per 27.5 centilitre bottle.

'We expect Michelob Ultra to be a big hit in the UK,' said Randall Blackford, marketing director for Anheuser Busch Europe. Anheuser has an exclusive 12-week supermarket deal with Tesco for the launch of Michelob Ultra, and is also hoping to drive sales in bars and restaurants.

Many of its rivals are repositioning to take advantage of changing tastes. Earlier this year Coors Lite was rebranded Coors Fine Lite to avoid negative perceptions among British beer drinkers who thought the label referred to low alcohol content rather than low calories.