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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.,
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