It's been awhile, but some years ago I read a well-researched article about American Light Lager. One thing I remember to this day is the assertion that most of the big and regional brewers, including Anheuser-Busch, slowly and significantly cut hop bittering rates at least from the early 1960's to the (then) present day. I don't recall the specifics, but it was on the order of 20 IBUs (International Bittering Units) then to the 10 to 12 range now. For reference, the average human perception threshold for detecting bitterness is about 10 IBUs. But you may dismiss that as mere hearsay. Here's something you might find more convincing:
The roster of America's most infamous falsehoods grew longer this week, thanks to the St. Louis-based maker of Budweiser and Bud Light. ...in 2005, Anheuser-Busch's head brewmaster, Douglas Muhleman, stated, "The recipes for Budweiser and Bud Light have not changed."
But in a front-page story in yesterday's [April 26, 2006] Wall Street Journal, Anheuser-Busch chairman August Busch III and Muhleman admitted to having made several changes over the last 20-plus years to their flagship Budweiser and Bud Light brands, after vehemently denying it for months.
In written statements to the media last November, Muhleman repeatedly claimed that Anheuser-Busch had not changed the recipe for its beers. In a Nov. 11, 2005, statement, he said, "To suggest that we have made a formulation change in the way we brew our beers is a marketing ploy and is simply false. The recipes for Budweiser and Bud Light have not changed." Three days later, he reiterated the point: "It's a winning formula and we haven't changed it."
The Wall Street Journal story delved into the adjustments the country's largest brewer has made over the years to enable its products to appeal to the varying palates of a mass audience. But as consumers have become more willing to make active brand choices to meet their individual tastes, Anheuser-Busch has found itself vulnerable to smaller and more distinctive brands. The publication's focus on the challenge facing Budweiser and Bud Light resulted in a stark about-face from Anheuser-Busch.
Moreover, for all its devotion to consistency, Anheuser concedes Budweiser has changed over the years. It quietly tinkered with its formula to make the beer less bitter and pungent, say several former brewmasters...," the Journal reported yesterday.
Later, the article reports: "Mr. Muhleman... says the company didn't set out to make the beers less bitter. He calls the change 'creep,' the result of endlessly modifying the beer... this is a change over 20, 30, 40 years,' says Mr. Muhleman... 'Over time, there is a drift.' "