SL-003 The Race to Build the Next Lifestyle Beer

After more than a decade of wild growth, Michelob Ultra is now
well-established as Anheuser-Busch InBev’s king of “better-for-you” beer.
As odd as it may sound to beer enthusiasts, the brand has become
paradigmatic in its popularity and sales figures. Naturally, it was only a
matter of time before other breweries wanted to play catch-up.

The Ultraficaton race is now very much on, with entries in the low-calorie,
low-carb space multiplying quickly from breweries big and small. Among
these is a new release from Boston Beer’s Marathon Brewing Company: a
similar, sort-of-subsidiary effort not unlike its Alchemy & Science (now
A&S Brewing) incubator, which acquires and promotes smaller breweries.

Marathon’s first nationwide release was ushered to store shelves by brewer
Shelley Smith, who joins this Sightlines podcast to talk 26.2 Brew: a beer
that had previously only been available around the Boston Marathon. The
brand will now see ramped-up production and will, from March, be marketed
to beer drinkers who also prioritize their active lifestyles.

At 4% ABV, 9 grams of carbohydrates, and 120 calories (stats that all
appear in the product’s marketing materials), 26.2 Brew is just the latest
product aimed at a growing number of shoppers who want to pair their
wellness with their beer. Now, let’s get an idea of what all of this means
for one of the largest beer companies in the U.S.

This is Shelley Smith, brewer and manager of research and product
innovation with Boston Beer. Listen in.