Anheuser-Busch—makers of Budweiser, Bud Select, Budweiser American Ale, Bud Light Lime, Bud Light Golden Wheat, and regular ole Bud Light—are adding a more potent beer to their budding lineup. Bud Light Platinum will be 6.0% alcohol by volume, as opposed to 4.2% for standard Bud Light. Bud Heavy, as the original Bud is affectionately called, is meanwhile 5% alcohol by volume.
“There is no prohibition against how strong they can make it,” says Tom Hogue, director of public affairs for the Alcohol and Tobacco Tax and Trade Bureau—though he notes that some states have restrictions. The calories stretch the spectrum, too: Bud Light weighs in at 110, Bud Platinum at 137 and Bud Heavy at 145.
Platinum is the third to join the Bud Light family in recent years, following the Lime and then Golden Wheat versions. The company is keeping their lips relatively sealed about the product, which will be on sale in January. Spokespeople released a cagey statement saying that the new beer “appeals to a key group of beer drinkers and expands consumer occasions.” While “consumer occasion” is relatively unhelpful marketing jargon, the key group of beer-drinkers is at least obvious: those who want to drink less and feel it more.
NewsFeed has a few suggestions for slogans.
“Bud Light Platinum: When Coors Extra Gold Just Isn’t Doing It”
“Bud Light Platinum: More Buzz, Less Fizz”
And, my favorite: “Bud Light Platinum: Dooooooby, Doooooooby, Drunk.” (For those who remember this fantastically bizarre campaign.)