How Low Can You Go? A-B Intro’s Select 55

by David Lauterbach
2009 August 14
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Belgian owned Anheuser-Busch InBev has begun to roll out SELECT 55,  “the lightest beer in the world” in 15 test markets across the country. The “smooth, golden lager” targets active consumers looking for new lower-calorie options, according to the company’s press release.

The move comes on the heels of competitor Miller Genuine Draft’s successful launch of MGD 64. The brand, which replaced MGD Light in the middle of last year, currently claims to be “As light as it gets.”

“SELECT 55 offers an unparalleled clean, crisp flavor with fewer calories than any other beer currently available,” goes the PR-speak.

We don’t like to judge before we drink, but come on… MGD 64, which I tried recently for you–dear readers–was sub-par liquid banality… how can 55 have taste?  When it comes to calories, HIGHER numbers mean taste, not lower.

Pardon us while we pay for beer...

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