Big Boys Take Notice

According to the Milwaukee Journal Sentinel, Miller will be releasing three new versions of Miller Lite to test markets in the US. Starting in February 2008, Charlotte, San Diego, and Baltimore will serve as a test bed for Blonde, Amber, and Wheat beers bearing the Miller Lite label. These beers are targeted to gain some of the growing craft beer market share, yet retain the lower carbohydrate and calorie levels that make Miller hugely popular.

Knee jerk reactions from homebrewers and craft beer enthusiasts will likely be to scorn 'Big Beer' for entering our world, but there could be another angle. It's unlikely any 'lite' craft beer can sufficiently satisfy a true craft beer lover. That's not say these new beers won't be good (and nothing against Sam Adam's Lite) but they certainly will be no Pliny the Elder or Bell's Two Hearted Ale. I don't think many craft beer loving drinkers will switch to lighter, lesser versions of the beers they like. Amber Lite could however become a sort of gateway beer, serving as a catalyst to encourage adventurous BMC (Bud/Miller/Coors) drinkers into trying more flavorful and satisfying beers. With any luck, some BMC fans might then find their way to other 'fuller' craft beers from smaller brewers, eventually boosting craft beer altogether.

I'll be interested to try one of these new Lites, but it could be a long time. You certainly won't see me driving to San Diego just for an early preview.