The recipe passed on to Peter Hand Brewing Company of Chicago, who sold it as Meister Brau Lite. Using a recipe developed by Rheingold biochemist Joseph Owades, PhD, it was marketed as a beer for people dieting, and was not successful. In 1967 New York's Rheingold Brewery introduced a 4.2% pale lager, Gablinger's Diet Beer, brewed using a process developed in 1964 by chemist Dr. The first use of the term in marketing was in the 1940s when the Coors Brewing Company sold Coors Light for a short period early in World War II, relaunching it more successfully in 1978 as a 4.2% abv pale lager. Prior to the development of contemporary light beer, similar styles, such as small beer, had been brewed for centuries. Reduced calorie/reduced alcohol "light beer" is distinct from "light lager", which was a historical term that distinguished pale or golden lagers with lighter body (such as German Helles beers) from the traditional amber lagers and other inherently darker beers. This was followed by a nationwide rollout of Miller Lite in 1975 (then known merely as "Lite Beer from Miller"). Īfter some scattered fits and starts, light beer began to be mass marketed and accepted by American consumers in the early to mid-1970s, following two years of test marketing and promotion. Light beers may be chosen by beer drinkers who wish to manage their alcohol consumption or their calorie intake however, they are sometimes criticised for being less flavourful than full-strength beers, or for tasting or actually being watered down. Light beer is a beer, usually a pale lager, that is reduced in alcohol content or in calories compared to regular beers.
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