In a press release, Budweiser revealed that the main incentive was to attract millennial consumers, writing “Our millennial consumers are eager to try new, flavored options in the light lager category. We wanted to create something new to engage with these consumers and bring them into the Bud Light family.” Budweiser’s sales in recent years have plateaued, and Bud Light sales actually dropped by almost 6% in 2017, the largest drop in the brand’s history, according to Business Insider. "Flavored beer has seen steady growth with consumers continually looking for higher quality beverages made with real, natural flavors," the press release read in a manner that seems to try to justify the decision.