The proposed brew would contain 6% alcohol by volume and have 137 calories, according to the application, which also includes a version of a proposed blue-and-grey label that keeps the same look and feel of original Bud Light. With its higher alcohol content, Platinum would break new ground for mainstream light beers, which typically have been marketed for their refreshment and drinkability. Bud Light, the top-selling beer in the U.S., has 4.2% ABV and 110 calories. With a higher alcohol version, A-B could be trying to tap into the rising popularity of craft beers, which tend to be fuller bodied with more alcohol.
A-B did not provide comment when asked about the application. The brewer is meeting with its distributors today in Dallas.
The brew would be the latest line extension for the nearly 30-year-old brand, joining Bud Light Lime, which was introduced in 2008 and Bud Light Golden Wheat, which came on board in 2009.