Miller Light ($4.50) is by far our top-selling beer [draft and bottled] followed by Bud Lite and Coors Light in bottles," says Ken Hendricks, vice president of operations at Bottleneck Management which operates fi ve bars in Chicago, including the new Old Town Pour House which has 90 beers on tap. "When someone says can I have XYZ brand, we're certainly giving it to them. But if they seem interested in an alternative," we will off er them alternative beers. At Quaker Steak & Lube, where Bud Light, Coors Light and
"Ninety times out of 100 they'll ask for something by brand.
Miller Lite hold the top three sales spots, Malaniak says, "Light beer drinkers are fi ercely loyal to 'light' beers, they may dabble in a craft beer, but, unless it's a light one, they won't typically order it." At Twin Peaks, domestic light beers also hold the company's
top selling spots, following by its proprietary beers. Miller says her guests like to see new twists on old favorites—i.e. lime infusions, higher-alcohol versions like the Bud Light Platinum—but demand for mainstream light beers remains strong. "Th ere's a place and time for every beer," says Miller. "It's our job to connect with the guest and guide him toward a beer he'll enjoy."
30 | MAY 2012
OPPORTUNITIES FOR LIGHT BEERS Promotionally speaking, many operators say big-brand light
beers fi t best with sporting events and summer. Th e 63-unit Wahoo's Fish Taco regularly participates in the U.S. Open Surfi ng Championship, sponsored by Corona and Pacifi co. "We are more into brands like these that market themselves in connection the extreme sports outdoor lifestyle," says Wing Lam, co-founder of the Santa Ana, Calif-based chain. Th e sports and the summer connection is something big light
lemonade fl avored malt beverage. Anheuser-Busch is also launching its newest Bud Light brand
beer makers heavily support. Category leader Anheuser-Busch plans to leverage sports marketing investments in the restaurant and bar arena this year with Bud light promotions around UFC and NFL, and, with Michelob Ultra golf-linked promotions. It's also got a summer launch planned for Michelob Ultra Light Cider—a 120-calorie product that represents Michelob's fi rst foray beyond beer, and, Michelob Ultra 19th
Hole, a tea and
extension—the Bud Light Lime-A-Rita, MillerCoors plans are to revitalize Miller Lite this year and Coors light with its new Silver Bullet Aluminum Pint. Miller64, (the relaunch of the Miller Genuine Draft 64 brand) will also be new this Spring.
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