Saint Archer Gold, a light lager developed by MillerCoors to compete directly with Michelob Ultra, is going national in 2020.
After spending six months on shelves and in bars in four test markets, the above-premium Helles-style light beer booked strong sales and velocity figures — enough to get the green light to roll out across the U.S. in January.
“We saw a lot of green shoots and a lot of success,” says Paul Verdu, vp-sales and marketing for Tenth and Blake, the MillerCoors craft and import division. “First and foremost, we learned that the idea itself is a winner. It’s highly incremental both to MillerCoors and the beer category as a whole. And to no one’s surprise, we found that when we get consumers to try it, they buy it.”
The light-bodied lager checks in at 95 calories and 2.6 grams of carbs per 12-ounce serving. It is aimed at active, health-conscious 25- to 44-year-old men and women.