How Bud Light Platinum Went Platinum

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Tasteful.

On Monday, February 6, a vaguely sweeter, higher-proof version of Bud Light went on sale after debuting in an expensive Super Bowl commercial the previous night. Packaged in cobalt-colored bottles and sold at an arbitrarily higher price, Bud Light Platinum seemed like a big joke in the making, says BuzzFeed, but somehow the beer became Anheuser-Busch's biggest success story in recent memory, specifically with a very small subset of millennials: "24 to 27 is really that sweet spot," a Bud VP says, adding that "it's less than a demographic than a mind-set." Further down the trail of hops, BuzzFeed finds a 22-year-old marketing intern with another, more concise understanding of the beer's appeal, who says her friends "decided it was ‘a drink for frat boys who like, grew up a little bit.’’’ [BuzzFeed]