ANHEUSER LIGHT, THE NEWEST BRAND OF LIGHT BEERS
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,