Platinum is indeed a success today. Whether it will be a long term success remains to be seen. Below is something I posted previously on this topic: “There is no doubt that Bud Light Platinum shot out of the gate; 1% of the beer category represents a quick take up of market share. Having stated the above, “Platinum sales fell 24.9% in the 13 weeks ending July 14”. Boy, losing 25% is not an insignificant loss. We will need to monitor this situation to see whether this is just a ‘blip’ or an indication of a trend that Bud Light Platinum has ascended quickly but now is getting to be passé. Only time will tell.” Cheers!