Light beer is a beer, usually a pale lager, that is reduced in alcohol content or in calories compared to regular beers. The first use of the term in marketing was in the 1940s when the Coors Brewing Company sold Coors Light, for a short period before World War II, relaunching it more successfully in 1978 as a 4.2% abv pale lager. In 1967, the Rheingold Brewery marketed a 4.2% pale lager, Gablinger's Diet Beer, developed by American biochemist Joseph Owades, as a beer for people dieting. It was not successful, and the recipe was given to Peter Hand Brewing Company of Chicago, who sold it as Meister Brau Lite. Peter Hand later rebranded itself as Meister Brau Brewing (to highlight their flagship product in an attempt to go national), but after encountering financial problems in 1972, they s