It Doesn't Matter What Exactly Drinkability Is; It Just Works

Bud Light Plays Up a Uniquely Vague Brand Attribute Posted by Bob Garfield on 10.06.08 McCain v. Obama. Rescue v. bailout. Jimmie Johnson v. Carl Edwards. Roe v. Wade. As polarized as our society is, surely we can agree on one thing: Light beer isn't really beer. Oh, it's beer-ish. It's carbonated and alcoholic. It's golden and damp. But it doesn't taste like much, no matter which domestic brand you choose. Light beer is to beer more or less what smooth jazz is to jazz. Anheuser-Busch, freshly in the arms of InBev, has decided it's time to talk about Bud Light's brand attributes. Nonetheless, because it's lower in calories than regular beer, it's wildly popular. Never mind that people are swigging it to wash down cheeseburgers and Doritos. Over 40 years, somehow, the public has swallowed the "less-filling" message whole. The... [read full story]