Word: carbs
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This spirited success spawned the growth of new low-carb beers, which started with phenomenally successful Ultra and now include Coors Aspen Edge and Rolling Rock's Rock Green Light. As a class, these brews are saving the day because "everything else went into the doldrums," says Harry Schuhmacher, editor of the newsletter Beer Business Daily. Anheuser attributes its record U.S. beer sales last year (103 million bbl., up 800,000) in large part to Ultra, which was launched in late 2002 and whose sales have more than quadrupled initial projections. "It became the fastest-growing beer brand since Miller...
...firm gets most of its revenue from memberships, which have been flagging, says analyst Kathleen Heaney at the Maxim Group, a New York City brokerage firm. That's temporary, according to Eliot Glazer, vice president of North American marketing for Weight Watchers. "A lot of what is behind low carbs is pseudo science," he says. He reports seeing a flood of disheartened low-carb dieters come to Weight Watchers as "they find they really need help to lose weight...
Despite all that, the spirits industry has made hay with its low-carb status. Distillers, including Bacardi and Diageo, have launched ad campaigns to trumpet their spirits' carblessness. Diageo, which makes Smirnoff, the world's top-selling premium vodka, created the website LowCarbParties.com to tell drinkers how to decarb their cocktails. "The spirit is not the problem," says food and wine expert Ted Allen from Queer Eye for the Straight Guy, who helped launch the site. "It's the mixer." Liquor and grocery stores are beginning to carry products like Baja Bob's low-carb margarita mix, which has been...
...anything stop the low-carb culture? Not likely anytime soon. It will be years before we have conclusive long-term research on health risks. The arrival of big food companies in this fray means big money is at play and low-carb living will be marketed with a vengeance. The undisputed benefit of low-carb products to diabetics means a durable customer base. And extreme weight-loss methods like having your stomach stapled--though it worked for lovable TV weatherman Al Roker--have proved ineffective for up to 20% of those who tried them. So the fast results and pure...
That is, until we get sick of it. In the end, the biggest risk to the culture may be the inevitable false or misleading low-carb claims and influx of products that ladle on heapings of calories in exchange for carbs. If enough people are seduced by these foods and fail to lose weight, low carbs will go the way of low fat: a strategy that works when you stick to the rules but fails when marketers rush in with promises no one can keep. --With reporting by Julie Rawe, Alice Park and Daren Fonda/New York; Wendy Cole/Chicago; Jeanne DeQuine/Miami...