At one time Budweiser made one beer. Budweiser. That was it. Then in the 70s Miller introduced Miller Lite to the world and Budweiser countered with one of the best selling beers in the country, Bud Light. In the past 10 years, Budweiser has tried to branch out, diversify it's offerings. There was Bud Ice (cheaper Budweiser), World Beer (a Heineken ripoff), even an energy drink, B2E (truly disgusting).
Lately they have gone overboard with the new brands. Bud Select, Bud Light Lime (Miller Chill), American Ale (Sam Adams), and now Bud Light Golden Wheat. Bud Light Golden Wheat is Bud's entry into the Wheat market that Blue Moon (Coors) currently dominates. Bud Light has the name recognition to get people to try it and I am sure Bud Light drinkers will think it is something new. But from all accounts Golden Wheat is a watered down wheat beer.
What remains to be seen is if non-Bud Light drinkers will even try it. Maybe the goal is to stop people from leaving the Bud family. By creating variations on the familiar bud formula with hints at other types of beers, maybe they feel as though they can keep their loyal customers. That really is the only sense I can make out of the strategy of coming out with so many different types of beers every year.
To give Budweiser credit, Bud Light Lime has been a hit. Why, I have no idea, but it has been a big hit. I see all kinds of people ordering it and loving it. I think it tastes nasty, but different strokes. With a $30 million advertising budget, I am sure Golden Wheat will be a hit as well. The question is will it be a hit for new Budweiser drinkers or will it keep current drinkers in the family.
