|
Low Profit
The State of Low-Carb Beer
The low-carb “craze” has all but subsided. However, beer
suppliers who keep their products in the 95-110 calorie range still see
solid sales as the demand for these lighter products does continue,
diminished or not. Although the overall low-carb beer market is not
faring as well now as many proponents and enthusiasts postulated
several years ago, the brews are an offering many operators say is
necessary stock.
By the Numbers
Perhaps what has affected low-carb beer sales the most this past
year is the general wane of the cutting-carbohydrates trend, which
seemed to hit a frenzy point in 2003-2004. While living a healthy
lifestyle still is important to American consumers, it’s not at the
fever pitch it once was, and guests readily can observe that as many
U.S. on-premise venues returned to their regular menus after the craze
subsided.
The upside to this, however, is that the overall
trend did leave a lasting impression, and light beer remains in strong
demand as a category. Guests apt to reach for a light beer also may be
looking to reach for one that is deemed “low-carb,” but the differences
have become more blurred.
For example, while Michelob Ultra, a dominant low-carb beer, has 95
calories, so does Amstel Light. And while Rolling Rock Green Light —
which is marketed as a low-carb beer — has 92 calories, it’s not too
far from Miller Lite at 96. While calorie counting is not
carbohydrate-counting, per se, the fact remains that reduced calories
typically come as a result of reducing carbs.
Similar to the practice of upselling spirits or import or exotic
beers, for example, operators can steer light beer drinkers toward
low-carb offerings, and vice versa. If a brand is in the aforementioned
90-110 calorie range, it is considered by industry standard to be a low
and light alter native to “regular” beer products — many of which
actually contain as many as 145 calories per 12-ounce serving.
While some “light” products, such as Michelob Light, contain upward
of 130 calories and as many as 11 grams of carbohydrates per 12-ounce
serving, the general light beer category today aligns closely with that
of the low-carb category.
It’s all about the numbers, and by knowing these, diligent
bartenders will be able to suggest products that fit the bill (while
earning a few) and satisfy a guest desiring a healthier alternative to
a heavier beer.
Operator Observations
“Low-carb beers, in general, seem to have run their course, but we
do carry one,” says Ron Haynes, manager of Highland Tap in Atlanta.
“(But) Michelob Ultra popularity has definitely increased. In general,
females seem to be the ones who order it. Maybe they think that
(low-carb beer) is better for them, but what most people don’t
understand is that ... some light beers are actually lower than some of
the low-carb selections.”
Thomas Roberts, food and beverage director at Harrah’s Hotel and
Casino in Metropolis, Ill., says he’s seen some recent activity with
beers deemed healthy, and he says Budweiser Select has been a top
seller for the casino and its restaurants recently. The reason?
“It has flavor,” he says. “It has a great taste, and guests have reacted to that.”
The Verdict
The low-carb craze is over, but there is cash to be had by offering
brands that fit the profile of being low-carb or at least decidely
light. Operators who grade their offerings by the numbers can market
them on the menu this way for health-conscious guests or make specific
recommendations to guests who ask for a “light, light beer.”
What 2007 holds in store for the low-carb category remains to be
seen, but the future can be bright for light beer and
beyond. NCB
|
