My sister recently discovered that she might be allergic to wheat. No bread at all, no pizza, no pasta, and even worse: no beer.
While looking into what possible options might be for her, i discovered (and then also saw here) a company called Long Tail Libations. Apparently Anheuser-Busch has created it as a division to create and market niche products. There is a great book called The Long Tail that came out in 2006 that talks about the fundamental shift of the marketplace from blockbusters to niche products as a result of the “infinite shelf” of the Internet. Bud recognized this shift and created this new division.
As a result they have gone from 26 brands in 1997 to 80 brands in 2007. The new brands cover all sorts of crazy niches such as a beers with a safe grain for those allergic to wheat (Redbridge), a beer with caffeine (Bud Extra), a bock beer (ZiegenBock), a stout (Bare Knuckle), and some organic ales (Stone Mill and Wild Hop)
 |
Redbridge Redbridge is a rich, hearty, full-bodied lager brewed with sorghum (a safe grain for those allergic to wheat or gluten), water, yeast, imported Hallertau and domestic Cascade hops and corn. The result is a rich, full-bodied lager with a moderately hoppy taste. No wheat or barley is used to make the beer. |
 |
Bud Extra Bud Extra takes beer to a new level – combining the drinkability and broad appeal of beer with caffeine, ginseng and guarana, Bud Extra is a beer remixed. Well-balanced beer with unique aromas of blackberry, raspberry and cherry, Bud Extra offers a lightly sweet and tart taste – with a “wow” factor in the finish. |
 |
Bare Knuckle Stout Traditionally brewed using a blend of roasted barley, pale and caramel malts, Bare Knuckle Stout is balanced with robust hopping to provide a rich and flavorful stout, with a smooth and creamy head. |
 |
Anheuser World Lager Rolled out in May 2003, Anheuser World Lager is a classic pilsner beer with a distinctive hop note and full-malt flavor – an import-style beer made in the United States. |
 |
ZiegenBock An easy-drinking, American-Style bock beer, available only in Texas, since 1995. |
 |
Stone Mill Pale Ale Stone Mill Pale Ale has the perfect balance of maltiness and hop bouquet resulting in a classic, fruity pale ale. Stone Mill Pale Ale is brewed with organic ingredients in a certified organic brewery. |
 |
Wild Hop Lager Wild Hop Lager is a classic, European-style lager. It has a signature body with Cascade hop aroma and hints of caramel sweetness. It is brewed using organic ingredients in an organic brewery. |
The world is going to niches. When you can get 1000 channels of TV for all types of people, it makes sense that you can get all types of beer too. At least with the non-wheat Redbridge lager it’ll help my sisters weekends that much more fun
