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Even in Beer There Are Compromises to Be Made!
Your perfect beer is the perfect blend of barley, hops, yeast and water. Light beer is the result of a compromise.
Anheuser-Busch InBev is betting American beer consumers will make the adjustment and make Bud Light Next, a zero-carb beer, a winner. Interestingly, it still has a lot of calories. The basis of this bet is that the segment of beer consumers is interested in reducing the calories taken by reducing carbohydrates. At 4% alcohol (ABV) the effort gets a little confusing. After 130 iterations and a decade, Anheuser-Busch believes they have achieved the holy grail by reducing carbohydrates in their new beer.
“Bud Light Next is the next generation of light beer for the next generation of beer drinkers,” said Andy Goeler, Vice President of Marketing for Bud Light. The question to ask is this: Are consumers only focused on low carbs or low calories, regardless of the source of the calories? Low or no carbs are the only part of achieving a low calorie goal.
The motivation to drink beer in the category of “light” (low carb) or “non-alcoholic” is mainly motivated by dietary issues. No matter what we eat, weight control is a function of alcohol, carbohydrates and calories from sweets / cheeses / processed meats, etc. For example, the Weight Watchers method of weight management is to restrict calories and the Atkins Diet method is to limit carbohydrates in particular. Choose starch, sugar, or alcohol.
“Today’s consumers have a choice of low calorie and low carb products, which is another benefit of having something that goes all the way to zero carbs,” Goeler said. “It’s a huge consumer trend that we see in many consumer businesses.” According to Calories.info, “An alcoholic beverage made from fermented grains, beer contains calories from alcohol and carbohydrates”.
Sources of starch/carbohydrates include bread, potatoes, rice, rice, fruit, and pasta; directly, when fermented, it converts starch into sugar for yeast to make alcohol. High in calories are foods like peanut butter, candy, cheese, processed meats, fats and raw sugar.
To try to keep it simple, think of it this way: “Carbs usually refers to foods rich in starch or sugar. Calories usually have calories (4 grams), but calories do not indicate carbs, “as noted in the article – “Calories. vs Carbs.” Diffen.com. Diffen LLC.
But will the beer market become more fragmented? Choosing a beer based on carbs, calories, or alcohol can be challenging because beer calories are affected by many factors such as style. And the style dictates the carbohydrates, sugar, alcohol and proteins in the beers. All these things make beer with great taste and aromas. Note: The residual sugar in beer after brewing can be around 75%.
The lowest calorie beer, so far, is Bud’s Pick 55 with fifty-five calories, 2.5% ABV and 1.9 carbs. (In 1.9 g that amount contributes about seven calories to the beer.) So, why does Anheuser-Busch out all other beer that contains alcohol, calories and protein, however without carbs? It seems that the decision is based on marketing issues.
Leaf Nutrisystem conducted a survey asking beer consumers what they look for in a beer. Taste (85%) was more important than price and style considerations when choosing a beer. Obviously, style dictates taste. The three components of a beer style that affect taste/flavor are: grains/malting, hops and yeast. This raises questions and comments:
If consumers are interested in the taste of beer, and grains influence the taste like hops, why would Anheuser-Busch dive headfirst into the “no” carb category? Grains are a major contributor to spoilage. If grains are a major consideration in the carbs and flavor profile of beer, why play so much with the grain bill (the main contributor to carbs) and be less concerned with calories?
Reducing carbohydrates will reduce calories in beer. However, one gram of carbohydrate adds four calories to beer, and one gram of alcohol translates into 6.9 calories. If someone tries to use less calories in his beer, while putting a premium on the taste / mouthfeel, it seems that the only way to do it is to ‘soothe’ the recipe to replace the calories with carbohydrates, and alcohol.
Wade Souza, former beverage director, comments Quora about why light beers get a bad rap. “In general, those light beers do not have fully developed beer flavors and are tasteless, weak. The use of rice and other additives in the brewing process reduces the calorie content, reduces the body and alcohol but also the taste. The beers are hopped very lightly so that they are not bitter or aftertaste, both of which can add weight in low-calorie beer”.
If most people are only interested in the calories in their beer and not the taste and aromas, that must be a food issue. Calories in beer are found by determining the calories in carbohydrates (mostly from the sugar extracted from the grain during the processing process) and the calculated calories in alcohol (based on ABV). Then add them together and you have your calorie count for beer. You can only get alcohol from grain when it is converted to wort and fermented using yeast. Carbs provide sugar to the body and reducing carbs will make a beer with less sugar and alcohol – thus a lighter beer.
Wort is the result of getting sugar out of wheat/barley. Not all sugars in wort are consumed by yeast. The rest is carbohydrates. This phenomenon adds to the taste and style of the beer – whether it’s a light beer or a regular beer.
The calculation of calories in carbohydrates and alcohol starts with the initial Gravity reading of the wort and the Final Gravity reading at the end of fermentation. From there a formula is used to arrive at total calories. More simply, a computer program can be used to find calories from carbohydrates and alcohol/ABV. Nothing here involves magic or algorithms, simple math here.
The following shows how changing the beer recipe can affect the balance between calories, alcohol and carbs. I chose two beer brands that are easy to compare with Bud Next. Note the adjustments made to each style.
Becks Premier Light
Calories – 64
The Dogfish’s Head is Slightly Strong
Calories – 95
Bud Next Light coming out in 2022
Calories – 80
According to Nielsen, the beer industry will grow by 8.6% in 2020 representing a revenue of 40 billion dollars. The “light” category had $10.6 billion in revenue and 5% growth. This is important as the wine industry tries to adapt to the change by making “lighter” wines. Obviously, their focus is on the alcohol content but retaining the flavors and aromas.
Travis Moore-Brewmaster, Anheuser-Busch comments about light beer in a Food & Wine article by Mike Pomranz, “Light style beers are difficult to create with a repeatable flavor profile.” (Note here the emphasis on taste.) Moore continues. “All of the beers we brew have a strict quality control system in place to continue to make repeatable high-quality beers … but Light American Lagers can be very unforgiving due to their light bodies and subtle flavor profiles.”
There is no debate that light beers have a strong place in the beer market. Light and non-alcoholic beers are here to stay to rule out a large number of entrants on the list. With that, many art publishers are expanding their offerings. The effort is a delicate balance between calories, alcohol, carbs and taste. Even non-alcoholic entrants are gaining interest. The winners will be those who bring the closest to being declared full. Choices based primarily on carbs and alcohol content may not be enough motivation to become loyal consumers.
There is a light beer bar and customers who shop for specific events. But the best selected beer is compared to the gold standard of beer – body, mouthfeel, taste, aromas and alcohol.
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