Before the development of contemporary light beer,
small beer had been brewed for centuries. At various times "light beer" has referred in the United States to: (1) lager beer that was lighter tasting; (2) beer with lower alcohol content; or (3) beer light in color that was not dark or amber-colored. In
Australia,
Canada, and
Scotland "light beer" is beer with lower alcohol content than regular beer. In 1941 the
Coors Brewing Company began selling a low-
abv beer called
Coors Light. It remained on the market for less than a year.
Modern light beer The origins of today’s light beers can be traced to the mid-1960s. In December 1966 Rheingold of New York began marketing a reduced calorie beer called Gablinger's Beer. Gablinger's was brewed using a process that Swiss chemist Dr. Hersch Gablinger claimed to have invented. Dr. Gablinger's process involved adding the enzyme amyloglucosidase during production which resulted in a beer that had one-third fewer calories and was less filling. Gablinger applied for patents on his process in Switzerland (in 1964) and in the United States (in 1965). After Rheingold officials traveled to Europe and sampled Dr. Gablinger's beer, Rheingold bought the exclusive rights to use his process. Rheingold biochemist and brewer Joseph L. Owades then developed Gablinger Beer, and was rolled out in the New York City area in June 1967. In May 1967 a second amyloglucosidase based light beer, Meister Brau Lite, was introduced by Chicago brewer Meister Brau, Inc. (formerly known as Peter Hand Brewery). Meister Brau spent two years developing the process to make Lite. In April 1968 the United States Patent Office granted Dr. Gablinger's application for a patent on his amyloglucosidase process. Patent infringement litigation then ensued between Amylase A.G. (owner of Dr. Gablinger’s patent) and Rheingold, on the one hand, and Meister Brau and August Wagner on the other. Meister Brau and August Wagner claimed that the process was known and used by others before Gablinger applied for his patent and August Wagner further claimed that the process had been invented in the United States and was described in other patents. In March 1970 the United States District Court for the District of Columbia invalidated Gablinger’s patent. By 1972 Meister Brau, Inc. was in dire financial straits, and in June of that year it sold its brands, including Lite, to the Miller Brewing Co. of Milwaukee. Miller spent about a year reformulating Lite to give it more of a beer taste and it introduced new packaging. Most importantly, Miller adopted a new advertising strategy for the brand. Earlier brewers of light beer tried to appeal to health-conscious customers, many of whom were women, who were not heavy beer drinkers. Miller introduced Lite in test markets in 1973 and it was rolled out nationally in 1975 backed by a massive advertising campaign. - and competitors scrambled to introduce their own light beers. Sales of light beer in the United States went from a negligible amount before Miller Lite to forty-four percent of the United States beer market by 2002. ==Reduced calories==