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August 22, 2016 AT 6:00 am

The Biochemist Behind Light Beer, the Greatest Marketing Gimmick the World Has Ever Seen

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Here’s a short history on light beer and the science behind it from Atlas Obscura.

Those are great gimmicks that will win some pretty killer business for those brands, despite the likely high calorie counts of each item. (A 20-ounce bottle of Crystal Pepsi has 250 calories. How? It’s clear!)

But the greatest gimmick of all time might have been the creation of light beer—a swill that is widely derided by snobs like me, but nonetheless defines the modern beer industry.

It was an immense success story, because it solved a problem for many beer drinkers, Bud Light didn’t hit the market until 1981, but despite that, the light beer category exploded, making up 28 percent of total beer sales by 1990, according to the Chicago Tribune.

Read more.


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