Low-Carb Beer Brands Jump to Follow the Leader

With this month’s introduction of Coors Aspen Edge in 11 states and last fall’s successful rollout of Rock Green Light, low-carbohydrate-beer ad campaigns are poised to take off in a segment that accounts for more than 2.5 percent of the $8.6 billion U.S. beer market.

The first and leading low-carb beer, Anheuser-Busch’s Michelob Ultra, has soared into the Top 10 best-selling beers since its launch in 2002. Microbreweries to majors are launching low-carb ad campaigns. Even Miller last year touted its Lite brand as “the original low-carb beer.”

“We had to reorder three more runs of packaging,” said Jon Genese, director of marketing at Labatt USA in Norwalk, Conn.,