Anheuser-Busch is returning to the low calorie UK beer market. With the launch of Michelob Ultra in the UK, Anheuser-Busch is revisiting old ground. The move comes just two years after the brewer pulled Bud lite, a similar low calorie beer alternative. Although consumer health concerns have risen since then, success for the new variant depends on effective communication and deciphering the extent to which UK consumer attitudes to beer are changing.