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By 1990, it had only captured 10 percent of the market. Meanwhile other big breweries, including Budweiser and Coors, loathe to miss out on an opportunity, debuted their own versions. Was it an overnight success? Not even close. Over the next 15 years, Miller spent millions of dollars marketing Lite beer with the now-iconic “tastes great, less filling” ads featuring sports stars and celebrities. The first diet beer with an impact was made by Meister Brau and acquired by Miller Brewing, which rebranded it as Miller Lite in 1975.
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Instead of trying to dissuade customers of that relatively false notion, they made a beer with fewer calories, and through the process of stripping out the calories, a lot of body and flavor was lost, too. That’s because during market research, breweries discovered that many people believed beer was fattening. While some people may reach for a light beer - low-calorie light beers created by the larger brewing concerns - I’d like to steer you toward some other choices I think you’d enjoy even more.īut first, a little history: Low-calorie beers were first created in the 1950s and marketed as diet beer. Summer beer season is upon us, the time of year when beer lovers start looking for sips that are thirst-quenching, light-bodied and thoroughly quaffable.