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Coors goes low carb
Aspen Edge latest to court Atkins crowd
Nov 19, 2003 - Adolph Coors Co., the No. 3 U.S. brewer, made it official Wednesday that it will have its own entry in the low-carb beer race. The announcement received considerably more press coverage than when Anheuser-Busch began test marketing Michelob Ultra less than two years ago. But on the heals of Ultra's booming success, and along with the continued popularity of the Atkins' Diet and others like it, many other breweries have begun selling low-carb beers.
Coor's new beer, called Aspen Edge, will enter a crowded field. Matt Brewing in New York recently launched Saranac Accel, which with 2.4 grams of carbonhyrdrates in a 12-ounce serving has the lowest of any U.S. beer. Rolling Rock just put Rock Green Light, with 2.6 grams of carbs, in 40 markets in October. Meanwhile, Miller Brewing has begun to promote the fact that its veteran Miller Lite has only 3.2 carbs. On the import front, Martens Low Carbohydrate, brewed by Brouwerij Martens in Belgium, is starting to pop up on shelves. It contains just 2.1 grams of carbs per serving. Aspen Edge will be sold in 10 states starting on March 1. Coors said it plans to make the product available across the United States by the end of 2004, and that the beer will be sold in 6-packs and 12 packs. The company did not provide details on how many calories or carbs the beer will contain.
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