By far, the most widely reported low-carb beverages hitting the market were found in the beer category, all mimicking 2002's Michelob Ultra from Anheuser-Busch (St. Louis). To name just a few of the companies lowering carbs in their beer in 2003, there was Labatt (Norwalk, Conn.) with Rock Green Light, Accel from Matt Brewery (Utica, N.Y.) and Martens, a Belgium import by route of Elite Brand Imports (Las Vegas). Coors will join the fray in 2004 with Aspen Edge.
The more adult side of the beverage industry did face a few challenges in 2003, notably in the form of continued efforts to eliminate marketing alcohol to minors. Marketers should note that new federal rules in the works will force alcoholic beverage companies to modify their promotion efforts. In all likelihood, beer, liquor and wine companies will be banned from advertising in media in which more than 30% of the audience is under 21.