In the 1970s, when Miller Brewing Company was getting ready to launch their Lite Beer from Miller brand, there was a concern that it might be perceived as a “sissy beer.” They knew they had to come up with just the right approach to avoid this perception. The result was the legendary “Taste Great/Less Filling” ad campaign that featured guys like Dick Butkus, Bubba Smith, Billy Martin, and others who no one would accuse of being a sissy. As a result, the product was a huge success. Miller Brewing understood who their customer base was, and the best way to appeal to them.
3.2% or red caps for thosec18-21... or 6% if were 21. Light is just the 18-21 3.2% segment of the market. Of course these days light beer at .09% is sorta light drinking a six-pack instead of a single 6% beer.