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ANHEUSER LIGHT, THE NEWEST BRAND OF LIGHT BEERS
Published March 31, 1995
Anheuser-Busch will introduce Anheuser Light Monday. The beer has 75 calories, less than any other major light beer, and will be test marketed in Atlanta, Baltimore and Dallas. A-B predicts the new beer "will appeal" to the 28-49 age group, which is "increasingly choosing lighter calorie foods and beverages." Dir of New Products for A-B, Gregg Billmeyer: "We believe these people will respond to the brand's advertising message, a message that says, 'Sit back, relax and enjoy Anheuser Light'" (AP/ATLANTA CONSTITUTION, 3/31). Chicago's DDB Needham will handle Anheuser Light advertising (Melanie Wells, USA TODAY, 3/31).