Anheuser-Busch wants to reinvent irradiate beer also though Bud light Platinum has actually only eight calories much less than continual Bud. (Anheuser-Busch)

What’s so special around the latest member the the Budweiser family, i beg your pardon debuted Jan. 30 in cobalt blue bottles? at 6 percent alcohol through volume, Bud light Platinum is an ext potent 보다 the average American brew. (Bud Light procedures only 4.2 percent, continuous Bud 5 percent.) Popping the cap, you obtain a slightly sulfurous aroma, yet otherwise the beer is quite inoffensive, v a grainy sweetness and a little an ext aftertaste 보다 you’d intend in a irradiate beer. Like most mainstream lagers, the over-carbonated, for this reason you could feel a bit bloated if friend suck it directly from the bottle.

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What’s more intriguing is: who is Anheuser-Busch targeting with this new line extension?

craft beer drinkers? A irradiate lager would seem to hold small appeal because that a brand-new generation weaned on bourbon-barrel-aged brews, Belgian-style cake ales and also imperial stouts.

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Weight watchers? Bud light Platinum contains 137 calories, virtually as much as the 145 calories you will do ingest through downing a can of regular Budweiser.

People who don’t really favor the taste that beer but want a cheap alcohol-delivery system? You can buy a six-pack of plain Bud Light, with also less flavor, for around $1.50 less.

Citing the higher alcohol and unusual cobalt blue bottle, market analyst David “Bump” Williams has speculated the Anheuser-Busch might shot to it is in luring back drinkers that deserted beer because that spirits end the last couple years. Yet he’s skeptical around the brand-new release.

“Bud Light through 6 percent alcohol through volume and also a sweet taste is one oxymoron in mine mind,” Williams noted. “It’s not drinkable, and also it’s definitely not going to tempt spirits shoppers end to beer together planned. Its taste is not for Bud light drinkers, so i’m expecting a lot of product top top the shelves with very little repeat purchases in ~ the super-premium price point. It’s much better than Bud Light golden Wheat, yet that’s a really low base.”

In its third-quarter earnings report, Anheuser-Busch describes the beer as “a trendy blue-bottle line extension that appeals come a vital group that beer drinkers and also expands consumer occasions,” although it doesn’t specify what those beer drinkers or occasions are.

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The Bud irradiate Platinum web site modestly proclaims that the product “has reinvented the category of irradiate beer” and talks around the brand being “triple filtered,” which might be a rejoinder to Miller Lite’s equally meaningless case of gift “triple hopped.”

One would certainly think the Anheuser-Busch’s executives might read the writing on the wall. Handmade beer accounts for a little an ext than 5 percent that the market, yet it’s farming at a double-digit pace, when the mainstream beer market is contracting. (Anheuser-Busch’s beer shipments in 2011 dropped by 2.9 percent, as the company failed to reach the 100-million-barrel mark for the first time in a decade.)

Anheuser-Busch can have sent a bold message by devoting one of its Super bowl ads come another new product, the Shock optimal Wheat IPA, which is dry-hopped through Magnum and Cascade hops and leavened v malted wheat for a little much more lightness and also drinkability. The IPA, through 5.8 percent alcohol by volume, is collection to fight shelves on march 19.

But the bigger the company, the seems, the higher the are afraid of actual innovation, and that’s why this Super key Sunday we’re gaining the very same old, same old in a blue bottle.

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