Americans Love ‘Lite' Beer. Here's Why—Plus 5 to Try

Wall Street Journal

06-06-2025

If America had an official national beer, it would be the light lager. These crisp, low-calorie crushers are a staple at stadiums and bars and as common in backyard coolers as burgers are on summertime grills.
But as ubiquitous as these brews have become, they're also a relatively recent addition to the drinking landscape. This year marks the 50th birthday of Miller Lite, the 96-calorie trailblazer that proved to drinkers that beer could 'taste great' and be 'less filling.' 'It invented the new category,' said Ann Legan, Miller's vice president of marketing. Here, more on how these bedrock American beers got their start—and what's on the horizon.
Americans have loved moderate-strength lagers ever since European immigrants brought brewing know-how across the Atlantic in the mid-19th century. But typically, flavor and refreshment trumped cares about carbs and calories.
That began to change in the mid-1960s when the Brooklyn brewery Rheingold released the short-lived Gablinger's Beer. The recipe then became the basis of Chicago's Meister Bräu Lite, which was pitched as a 'diet' drink for women. After that (questionable) gambit failed, Miller Brewing (now part of Molson Coors Beverage Company) bought the brand from bankruptcy in 1972.
The company reformulated the light lager as Miller Lite, taking it national in 1975. Memorable advertisements featuring athletes and celebrities like Mickey Mantle, John Madden and Rodney Dangerfield helped make light lager acceptable and desirable for men. Miller Lite's massive success powered Miller Brewing's rise to become, by 1977, the country's second-biggest brewery behind Anheuser-Busch.
Sensing potential, Natural Light, Coors Light and Bud Light soon jumped on the light-lager bandwagon—one defined by flashy marketing, scant carbohydrates and brews that clock in at under 100 calories per 12-ounce serving.
But not all players hit the mark. In 2018, Pabst Brewing Company rolled out Pabst Blue Ribbon Easy. At 110-calories, the lager was lighter than PBR—but as the tepid market reaction revealed, not light enough. 'We didn't hit the correct specs,' said Kim Oakley, the brand director for the company's new release, Pabst Light, which hit shelves in April 2025. Lesson learned: The updated version clocks in at 96 calories. 'It fulfills the needs of light beer consumers,' Oakley said.
Today drinkers in search of a less-caloric buzz are spoiled for choice, from hard seltzers to canned vodka sodas. Sales of premium light lagers have been eroding on 'a steady downward trend for more than a decade,' said Danelle Kosmal of 3 Tier Beverages, a drinks-industry consulting firm.
Despite that downturn, many breweries see light lagers as a category that's ripe for disruption. There are still millions of customers to reach. Mainstream premium light lagers represent one of beer's largest segments, accounting for nearly 18% of dollars spent and 22% of volume, according to NIQ consumer data analyzed by 3 Tier Beverages.
In 2022, NFL star Troy Aikman co-founded Eight Brewing to produce a 90-calorie light lager brewed without additives like corn syrup. The company highlights Eight's healthful halo by packaging it in a slim can, which 'resonates as better for you,' said David Reny, the CEO.
Historically, craft breweries have boomed by brewing everything but light lagers. However, not everyone loves IPAs or elevated alcohol levels. For craft brewers, light lagers present 'an opportunity to reach new consumers and occasions,' said Bobby Dykstra, the executive vice president of sales and marketing for Duvel Moortgat USA.
Duvel Moortgat is the parent company to Boulevard Brewing in Kansas City, Mo., which recently released Boulevard Light, hoping to lure Midwestern consumers. Emphasizing a light lager's regionality is a key sales tactic for breweries such as Columbus Brewing, which recently introduced Ohio Light. 'Local matters almost more than anything else,' said Evan Magliocca, Columbus Brewing's senior vice president of sales and marketing.
As for Miller Lite, the brand is rolling out limited-edition golden cans to celebrate its golden anniversary.
Pittsburgh Brewing IC Light (4.2% ABV)First released in 1977, this 95-calorie Pittsburgh fave is finding fresh fans thanks to refurbished branding and a new brewery in a former glass factory. 30 (12-ounce) cans, $25
Garage Beer (4% ABV)Last year, NFL superstars and sibs Travis and Jason Kelce invested in this fast-growing, 95-calorie 'beer flavored beer' sold in all 50 states. 24 (12-ounce) cans, $26
Pabst Light (4.2% ABV)The Pabst team built this modernized 96-calorie lager from the ground up, using fragrant El Dorado hops—a craft beer fave—to lend a clean, citrus finish. 12 (12-ounce) cans, $11
K. Spoetzl Brewery Texas Special Light (4% ABV)In March, the Shiner Bock beer makers brought back 'everyman' icon Texas Special with a 98-calorie light lager exclusive to Texas. 12 (12-ounce) cans, $15
Boulevard Brewing Boulevard Light (4% ABV)Made with pilsner malt and Boulevard's house yeast, this Missouri craft brewery's debut light lager clocks in at a mere 89 calories. 12 (12-ounce) cans, $17
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