BJCP Styles sorted by history: Mass Market Lager

Hello! Continuing the study of BJCP beer styles, today we'll talk a bit about "Mass Market Lagers." As the name suggests, these are beers sold in large quantities, almost eveywhere, and therefore the most sold beers in the world. Just to name a few examples, we're talking about Budweiser (and Bud Light), Coors (and Coors Light), Heineken, and Corona Extra. In this category, we have the following BJCP styles: "American Light Lager," "American Lager," and "International Pale Lager." I couldn’t find any "American Light Lagers" (oh, what a shame haha, though I didn’t search that hard), so I’ll use my experience with "American Lager" to extrapolate the knowledge. The styles are similar, but as the name implies, "American Light Lagers" are lighter and therefore have equivalent characteristics but at lower intensities.

When it comes to "American Lagers," Budweiser played a significant, if not the leading, role in the growth and adoption of the style. For "American Light Lagers," that role was pioneered by the Miller Brewing Company. The brewery acquired a recipe already on the market (Meister Brau Lite) but used extensive rebranding to boost sales of this beer style under the "Lite" label. The brand's strategy was to associate its beer with male sports celebrities, using the slogan “Tastes great… less filling!” The result waas great, and while the brand’s national launch happened in 1975, serious competition from Bud Light only emerged in 1982. That same year, both brands transformed "American Light Lagers" into the best-selling beers in the U.S. market, a position they’ve never relinquished since. If "American Lagers" already have a light body and subtle flavors, with "American Light Lagers," you should expect no flavor intensity beyond low to very low. In both styles, carbonation and being consumed ice-cold are what make them crowd favorites. Additionally, the low alcohol content and calorie count of "American Light Lagers" appeal to a public more concerned with diet and healthy lifestyles.

Turning to "American Lagers" and "International Pale Lagers," I evaluated Budweiser ("American Lager"), Birra Moretti, and Heineken ("International Pale Lager") in this session. What’s interesting about evaluating these beers from a historical perspective is that, although Budweiser and Heineken are more globally recognized, Birra Moretti was actually the first to hit the market, in 1859. Heineken came along in 1873, and Budweiser three years later. Marketing and the ability to expand into new markets were decisive for the success of each brand. One might speculate about the moral effects of the post-war periods, solidifying the United States as a global superpower. Its brands became a source of worldwide desire, and many were ready to compete in overseas markets. However, the emergence of brands like Birra Moretti and Heineken in Europe also highlights a shift in the beer market during the 1850-1880 period, which began favoring lighter and paler beers. Thus, while Budweiser was a spokesperson and driver for lager consumption in the United States, this market trend was not limited to that region.

Before diving into the specific evaluations of these samples, it’s worth noting the main difference between these two styles. As we’ve seen in this post, "American Lagers" introduced the use of adjuncts like corn, rice, and other unmalted grains. This tends to result in a subtler malt flavor and aroma, which is balanced by similarly low hop bitterness and aroma. The BJCP style guide uses terms like "optional" and “low to none” to describe some of their sensory characteristics. Meanwhile, "International Pale Lagers" are typically made with only malted grains, resulting in slightly more pronounced malt flavor and aroma, which also call for greater hop intensity for balance. Apart from these differences, the two styles are very similar. Both are clear beers, light-bodied, well-attenuated, and highly carbonated.

Starting with Budweiser, we see a straw color, completely translucid. The head formed was white and medium-sized but disappeared quickly. In aroma, there’s very little to detect—a faint spicy and herbal hop profile appears, along with a fleeting cereal malt sweetness right after pouring, which quickly dissipated. On the palate, the flavor is very neutral, with the cereal malt sweetness more noticeable and extremely low hop bitterness. Thus, the aftertaste lingers with a cereal sweetness, and the finish is dry and crisp. Mouthfeel is light-bodied with a certain carbonic bite due to high carbonation. Although this tasting was rather unexciting, the characteristics observed align perfectly with the BJCP style descriptors. I’d have to rate it well. However, after reading a bit about Budweiser’s history, I thought I might perceive something better during the tasting. Unfortunately, it is what it is, haha. Another interesting detail is the label—it only says "Bud," as mentioned in the post above, Budweiser does not hold the rights to use its name in most of Europe.

Next, I evaluated Birra Moretti. A clear beer with a color leaning more toward golden, accompanied by a white head of medium size and retention—everything in line with the "International Pale Lager" style. In the aroma, low-intensity floral/herbal hops come to the forefront, with malt in the background, resembling bread dough. In flavor, the malt brings a mild cracker sweetness, at low intensity. The hops deliver a grassy bitterness low to medium intensity. The beer is well-balanced, leaning slightly toward the hops, with a dry, crisp finish. The mouthfeel brought a light, tending toward medium body. High carbonation is present but without the tingling sensation on the tongue. Overall, it’s a good beer with a delicate low sweetness that supports a pleasant bitterness. The carbonation enhances the freshness brought by the hop profile. I found no faults and would say it fits well within the "International Pale Lager" style.

Lastly, we have Heineken. As you can see in the image, I opted for the can version to avoid any potential light-struck common with the brand’s iconic green bottles. While some claim that Heineken inherently has a "skunky" aroma, the BJCP considers this a style flaw. Using the can minimizes this possibility. But if you enjoy that “skunky” smell, feel free to go for the bottles—taste is the spice of life!

Now, onto the evaluation. This beer also displayed a beautiful golden color and a large, creamy head with long retention. It almost seemed to crown itself as the queen of this tasting session! In the aroma, I detected low-intensity bread dough-like malt and low-to-medium herbal and spicy hops, which were refreshing and brought notes of grass and white pepper. On the palate, there’s a very residual cereal-like malt sweetness and a medium bitterness similar to the aroma. The balance is quite good, highlighting the hops with a slight lingering bitterness in the aftertaste and a crisp, dry finish. The mouthfeel is medium-bodied, and the carbonation is high, with a slight tingling sensation on the tongue. The overall impression from this tasting was outstanding. The malt stays very much in the background, providing just enough support for the hops to shine, both in aroma and flavor with the bitterness. The carbonation added a sense of freshness, perfectly complementing the beer’s sensory profile, which aligns well with the style's standards. Whether it’s the effect of comparison or the fact that I hadn’t had a Heineken in a while, this seemed like one of the best examples I’ve ever tasted. Too bad I didn’t have more in the fridge! And this was during winter—not the ideal beer style for the cold weather.

In conclusion, this is an easy session to replicate at home since these are beers available in many countries. Perhaps Birra Moretti is a bit harder to find, but it could be substituted with another European example (Amstel? Stella Artois?), or you could include a Corona to have two from each “school.” What you should look for is the difference between the American and European schools of mass-market lagers. While the European versions were geographically closer to Bohemian Pilsners, they often lean toward a hop-forward balance with herbal, floral, or spicy notes. On the other hand, the "American Lagers"—and even an "International Pale Lager" like Corona—showcase more subtle flavors and aromas, balancing between malt and hops. Here, carbonation and serving the beer very cold enhance the overall experience. After this evaluation of "Mass Market Lagers", the next category would be "European Pale Lager." However, as I mentioned, winter started here, so I’ll likely move on to a winter beer style. And of course, before that, I’ll write a post about my "seasonal self" when it comes to beer drinking! Take care, and see you next time!