An artisanally crafted blog curated by Cooking Lager for discerning readers of beer bloggery

Sunday, 20 February 2011

Budweiser 66


New products and brand extensions come out all the time. Whilst small niche shed pong brewers or “craft” as they like to style themselves seek out new flavours to excite beer geeks and make regular boozers gag, the larger marketing driven companies ask the question “what would a large number of people want to drink?” Then they apply several layers of bullshit to justify a course of action and the next new and exciting flavourless watery lager hits the market because that is what we want. The idea that we just want a decent neckable beer that is cheaper than other decent neckable beers never really occurs to them. No, what we want is top pay more for watery piss, apparently.

Cooking lager enthusiasts tend to ignore this nonsense upon noticing the new brand extension is asking twice the price of regular neckable grog. Then at some point it finds it’s way into the half price bargain bin and at that point you can expect an appearance on this here blog as I decide to try it. It not that I’ve never drank watery piss before, it’s that I’ve never drank watery piss with this brand on it.

Budweiser 66 is a 4% abv variant of the familiar American lager promising a lightly carbonated grog with a smooth easy taste. All true. The colour of the beer somewhat gives the game away from the off. I’ve drunk some pisswaters in my time but am unsure whether I’ve drunk a beer so light coloured. The smell is moderately promising but on the taste you get very little. A light sweetness on a broad palate of a crisp light lager. That isn’t necessary a bad thing, sometimes a light beer hits the spot refreshment wise. I think we’ve been here before with Bud Light, which never did last long as a brand in Britain.

Overall I can have no complaints, the beer was exactly as I expected it to be but I remain unsure why I would want a light 300ml of 4% lager in bottle. When I opened it the squeeze made the unusual decision of joining me in one and her perspective was slightly different. She enjoyed it and suggested that was a light lager she quiet liked and would drink again. Horses for courses I guess. A 4% lager is something I’d be happier with as a longer drink, a pint or 440ml can.

Overall I cannot say anything too nasty about it; the beer is perfectly pleasant. Just not a lot going on with it. If the squeeze likes it I’m sure it’ll pop up in the trolley again and I wouldn’t be offended by it passing my lips. I wouldn’t seek it out; but then again I wouldn’t with the parent brand. For the record I preferred this to the parent brand but that’s not saying much. Is there a market for this type of light lager? Well they have never really taken off in the UK so my bet would be that this extension won’t have the legs to stick around long term, but you know, if they want to flog it cheap then I’ll neck it. I’m unsure the UK customer has ever really got light beer to the extent of the US customer. What does light mean? Lighter in taste, calories, and alcohol? All or just some of that. This isn’t even using the term light, whilst clearly going for lighter in alcohol & taste.

Pete Brown may consider this brand to be the anti Christ but heh, cheap grog is cheap grog. If you are looking for a light beer this one is no worse than any other, it’s just not worth top dollar, but what is?



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