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Diving Briefs:
- Pabst Brewing debuted light beer and hoped to meet consumer demand for low -calorie beer with few alcohol.
- The PABST light contains 96 calories and 4.2%of alcohol per cans.
- PABST’s director Kim Oakley said in an interview that beer was made with a new formula compared to the brand’s past lighting options. The new PABST light provides a lighter alternative in the standard beer category, she said, she said.
Dive Insights:
PABST is generally associated with classic blue ribbon, a necessity of cheap beer categories at university party and cookouts. The latest products signal the transition to the mediation of this consumer group.
According to Oakley, Pabst decided to introduce a new formula in the Light Beer category by using El Dorado Hops, which is usually found only in craft beer, to introduce a new formula in the Light Beer category.
The company found a “box” feeling by the stereotypes that consumers appear in competitive beer marketing.
“They basically say, ‘If you are a suburb or gofi dad, you drink this beer. If you are athletes or runners, she drinks this beer.” “We don’t want to put a consumer in a box. We need beer to be proud of while someone is holding on to catch.”
PABST management believes that the company is entirely a beer brand. I don’t want to get into a taste or RTD cocktail.
Oakley said, “Consumers are a bit confusing in terms of all these products that are spreading to beer passages.” Beer is still the most popular alcoholic drink in the United States, and we still believe that there is still a way to win the beer category itself. “
PABST uses consumer trends at the pivotal moment of beer category as people inhibit alcohol intake and devise spending. Major beer manufacturers are leaning on the “mega brand” through high distribution and name identification to lead sales growth. PABST also provides products to more retailers using the new supply chain contract with Anheuser-Busch announced earlier this year.
Other Brewers debuted a light beer alternative and followed the category trend. Last fall, Molson Coors resumed Miller High Life Light after stopping the proposal in 2021.