Busch Introduces Low-Carb ‘Malternative’

Jumping on the low-carb bandwagon, Anheuser-Busch Cos. Inc. has introduced Bacardi Silver Low-Carb Black Cherry, a so-called “malternative” beverage, Fox News reported June 8.

The alcoholic drink contains 2.6 grams of carbohydrates and 96 calories, compared with 32 grams of carbs and 225 calories for other Bacardi Silver drinks.

Don Meyer, director of new products for Anheuser-Busch, said the company plans to target 21- to 27-year-olds with the new product. Anheuser-Busch also plans to promote Bacardi Silver Low-Carb through television commercials that emphasize the characteristics of the drink, rather than the lifestyles of consumers.