Beck's Ready to Launch Beck's Premier Light, the Lowest Calorie Beer in the U.S. Market
Still Brewed According to the German Purity Law of 1516, Beck's Premier Light is the First Low Carb Import


NORWALK, Conn., Dec. 7 /PRNewswire/ -- InBev USA announced today that it will launch a new member of the Beck's family -- Beck's Premier Light. Beck's Premier Light is a heavyweight champion in taste, but will be a featherweight when it enters the low calorie ring starting in the first quarter of 2005. With just 64 calories under its belt, Beck's Premier Light will be the lowest calorie beer in the U.S. market.

Beck's Premier Light will start shipping in January, with a full national rollout expected for March 1, 2005. In the U.S., light and low carb offerings continue to drive the beer category growth into positive figures, according to AC Nielsen (YTD ending October 23, 2004). Beck's Premier Light has only 3.9 grams of carbohydrates.

"We are very excited about early enthusiasm from retailers for Beck's Premier Light," says Victor Melendez, director of marketing at InBev USA. "It's a fantastic tasting beer that stays true to its German roots in both taste and its brewing process. Not only does the beer have incredibly low calories, but it will be the first low calorie import to hit the U.S. market."

Beck's Premier Light is in full-swing production at Brauerei Beck & Co in Bremen, Germany. It will be packaged like others in the Beck's family -- in the green bottle with the signature oval front label and available in a 12 oz non-returnable longneck bottles in 6, 12 and 24 packs, as well as on draught.

When Beck's Premier Light hits U.S. soil next year, it will be supported by a formidable national TV and print campaign, as well as a strong local radio and outdoor effort in key markets across the U.S., starting in the spring of 2005.

Beck's Ready to Launch Beck's Premier Light

I don't use any "light" products. They're never as good at the real thing.