Bud Light Platinum

In 2012, Anheuser Busch/InBev released Bud Light Platinum, accompanied by a strong advertising push, which still continues, at a slightly reduced level. This beer has been one of the company's most successful roll-outs ever, and sales have been quite strong. It is somewhat unclear, however, what InBev was shooting for with this beer, but the subsequent release of Budweiser Black Crown and Beck's Sapphire shed light on the reasoning.

Bud Light Platinum, at 6% alcohol and with 137 calories per 12 oz. serving, hardly qualifies as a light beer, considering that most light beers run around 4% abv and offer 110 calories or much less. This beer, in its snappy blue bottle or brilliant, glowing cans, is actually more of a light malt liquor. And, here is where one can begin to understand the reasoning behind the concept. As mixed drinks (or cocktails or high balls) have increased in popularity over the years, it seems as though the company wanted to tap into the desire for higher-alcohol beverages, but not to turn consumers away by presenting a beer that was too heavy bodied. Essentially, with Bud "Light" Platinum, Budweiser Black Crown, and Beck's Sapphire, we have malt liquor being marketed to a consumer category (young, upwardly mobile, professionals- or those wanting to appear to be such), which would never allow itself to be caught drinking malt liquors, like Hurricane or King Cobra, even though such beers have aroma, taste, and body profiles almost identical to the three new beers. We basically have malt liquor for those who would never drink something called "malt liquor".  This is a brilliant approach, or deception, if one cares to use that term.

Bud Light Platinum is sold in various bottle and can sizes and configurations and is seen on tap at various establishments. As mentioned above, it receives a healthy amount of advertising attention, as well as a good dose of point-of-sale promotion.

Being a fan of malt liquor, this writer finds the new Bud Light Platinum to be a smooth and enjoyable beer, although, I see common malt liquors, available at a lower price, yet having about the same taste and character, to be a better value. If you bring Bud Light Platinum to a dinner party, you might be praised; if you bring King Cobra Premium Malt Liquor, you'll either be ridiculed or never invited to another party, even though you would, more or less, be bringing the same thing to the event.

It will be interesting to see where Bud Light Platinum stands ten years after its release (January, 2022).