Nice job. I must have already forgotten which "search" link I read.
It is a great story, and an object lesson in marketing. I have rarely had a "lite" beer I enjoyed, maybe an Amstel. I do know lots of guys who think drinking "lite" beer is simply an excuse to drink more of them. My wife says women will eat an entire bag of "diet" something with less guilt than a small portion of a "normal" snack.