Bud Silver, a 4.1% abv lager, will first be available to Scotland's off-trade, says US brewer Anheuser-Busch, but it will then be rolled out throughout the UK and the on-trade.
The beer will be packaged in 440ml cans and positioned on shelf in multiple grocers and then c-stores. It will sit alongside brands with a similar alcoholic strength, such as the recent 4% abv Beck's beer brand extension, Beck's Vier, and pricing will be comparable with brands in this sector. It is described as a European-style low alcohol lager brewed with a fuller flavour.
A spokeswoman for the company said Scotland had been chosen as a launchpad because it had a higher percentage of standard lager drinkers than other parts of the UK and a higher proportion of the nation enjoyed drinking the Budweiser brand. She said Silver was launched to offer a wider range of products and to be part of the standard lager category, which has the biggest share of the beer market. "Customers will now be able to enjoy our repertoire of drinks and Silver will also suit those who don't want the full-strength beers."
UK MD David Dryden said: "We are proud of our success in premium lager and Bud Silver represents an exciting opportunity for us to compete in a growing category. It is a great opportunity for our retailers to add choice and grow sales."