The biochemist behind light beer, the greatest marketing gimmick the world has ever seen

Atlas Obscura:

The greatest gimmick of all time might have been the creation of light beer—a swill that is widely derided by snobs like me, but nonetheless defines the modern beer industry.

These days, light beers make up seven of the 10 most popular brands of U.S. beer, with Bud Light far outpacing everyone else. It probably says a lot about light beer that the man widely considered the inventor of low-calorie swill was a biochemist.

I’m one of those beer snobs. I’ve never had a “Lite” beer that was worth the price.