Chemist Joseph Owades, working for Rheingold Breweries in New York City, broke apart beer’s long carbohydrate chains to produce the world’s first “light” beer in 1967. Marketed nearly exclusively to diabetics, it went nowhere. Thus, the development of “light” beer came with a commensurate marketing challenge: how to persuade the traditionally masculine beer-drinking audience to try a lower-calorie version of their favorite brew.

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