New shoots: Could these alcohol brand extensions find their way to the UK?

Heineken Premium Light: Light beers have previously struggled in the UK, but perhaps they were simply ahead of their time. The success of Carling Zest has shown there is a market for lower-alcohol products if marketed correctly, so perhaps the next generation of US light beers could find an audience here. Launched in 2005, Heineken Premium Light contains 99 calories a bottle.

Bud Select 55:

The US market is now marketing even lighter beers. Budweiser Select 55 – containing just 55 calories a bottle – was Bud’s answer to Miller Brands’ 64-calorie Miller Genuine Draft 64, now labelled Miller 64. Select 55, a golden lager “made with caramel malts and a blend of imported and domestic hops”, is the companion to Bud’s 99-calorie Budweiser Select.

Desperados Red:

Spirit-flavoured beers are a growing market, so although it says it currently has no plans to extend its Desperados brand, Heineken must be keeping an eye on the potential to introduce British drinkers to some of the lines available outside the UK. Among these is Desperados Red, which adds natural stimulant guarana to the mix.

Jim Beam White Ghost:

Spirits NPD tends to be confined to ages or flavours, making this development from Jim Beam stand out more than most. White Ghost is a white version of Jim Beam whiskey and said to be light-bodied with subtle character and a hint of smoky vanilla. Already available in the UK through a few specialist suppliers, this could help break down barriers to trial.

Guinness Black Lager:

Trialled in Ireland and already sold in the US, a spokesman said the drink represented “a unique opportunity” for Diageo GB. “We will continue to monitor its performance around the globe closely, and if we decide to launch in the UK we will do so at the right time with the right support.”

Stella Artois Black:

AB InBev hasn’t been afraid of sacrificing volume to maintain Stella’s value, a strategy that an off-trade premium Stella Artois Black would complement. Currently available in ‘selected’ on-trade outlets, Black is “matured longer using the finest ingredients such as female Saaz hops to impart a richer, full-bodied flavour and a crisp refreshing aftertaste.”