Dive Brief:

• Anheuser-Busch InBev will invest $150 million in new, shiny bottles for its Bud Light brand.
• The company hopes the bold new look can reverse a decline in sales for the brand.
• The idea, according to marketers at the company, is that the "platinum" bottles evoke a "more premium, more refreshing" image.

Dive Insight:

Bloomberg Businessweek is positively cynical about the platinum bottle's ability to revive sales. We'd like to think we're not quite so dark about Bud Light's prospects, but we understand why folks would have their doubts. Still, we're equally cynical about Businessweek's suggestion that Bud Light follow the lead of Pabst Blue Ribbon and market "Budweiser and Bud Light to young drinkers as hip, retro brands." It's worth noting that Pabst didn't create the Blue Ribbon craze that swept hipster enclaves a few years ago. Hipsters adopted the beer in that strange ironic fashion that they often adopt old icons of a working class to which they never belonged (John Deere caps, turn-of-the-century work boots, etc.) Hipsters may fall in love with Bud some day. But we won't hold our breath.