low-calorie beer was advertised as a (an) ______________, it did not sell. But, when it was _______________ as a (an) _________________ beer, it became a success.
Light beer is a beer, usually a pale lager, that is reduced in alcohol content or in calories compared to regular beers.
The first use of the term in marketing was in the 1940s when the Coors Brewing Company sold Coors Light, for a short period before World War II, relaunching it more successfully in 1978[1] as a 4.2% abv pale lager.
In 1967, the Rheingold Brewery marketed a 4.2% pale lager, Gablinger's Diet Beer, developed by American biochemist Joseph Owades, as a beer for people dieting. It was not successful, and the recipe was given to a Chicago brewery, Meister Brau, who sold it as Meister Brau Lite. That brewery was acquired by the Miller Brewing Company in 1972, who relaunched the beer as Miller Lite.[2]
Light beers may be chosen by beer drinkers who wish to manage their alcohol consumption or their calorie intake; however, they are sometimes criticised for being less flavourful than full-strength beers, or for tasting or actually being watered down.[3][4]
