MILWAUKEE (AP) – Anheuser-Busch is launching a wheat version of Bud Light this fall as it looks to keep growing the momentum of its best-selling brand by tapping into the growing wheat segment.

The national roll-out of Bud Light Golden Wheat the week of Oct. 5 is the second extension of Bud Light, after the St. Louis-based brewer launched Bud Light Lime last year. Bud Light Lime has since become one of the company’s most successful new products.

The company has been looking to these product extensions to drive growth and bring in consumers who already know the brand but want to try something new, Keith Levy, vice president of marketing, said Wednesday. It’s also a way to boost sales since the different versions typically cost more than the original, by about $1 to $1.50 more a six-pack, he said.

American Ale, a hoppier, more amber-colored version of its older sibling, Budweiser, was introduced in the fall in the hopes of wooing new drinkers to that brand.

The move to the wheat category comes as more wheat beers from craft brewers have hit the market in the past few years, Levy said. Consumers have been asking for more wheat beers since they offer more flavor, he added.

So Anheuser-Busch came up with an offshoot of Bud Light that uses unfiltered wheat, orange and coriander to give its stalwart brew a new twist. The beer has a cloudier look since the wheat is not filtered and has a sweeter taste.


Only subscribers are eligible to post comments. Please subscribe or to participate in the conversation. Here’s why.

Use the form below to reset your password. When you've submitted your account email, we will send an email with a reset code.