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Rise of "light" beers

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While the dominant trend in the beer market between 1998 and 2003 was one of premiumisation, "light" beers gained momentum during 2002/2003, as manufacturers began to target health conscious consumers. Such activity was particularly pronounced in the US, where four of the five top-selling beer brands were light lagers in 2003.
The latest idea is to reinvent light beers as "low-carbohydrate" beers, in order to appeal to consumers on high-protein, low-carbohydrate Atkins-style diets. Despite previous failed attempts by brewers to push light beers in the UK market, Anheuser-Busch followed the "if at first you don’t succeed…" mantra and launched Michelob Ultra in 2003.
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