It's being sold to youngsters 6073, and you're right, there are more ads for lite beer. But it's not about feminization. The advertisers are selling to younger men and women, and they know that being slim is an obsession with young folks. So they market lite beer as a way to get alcohol, have low carbohydrate intake, and not fill up your stomach as much as full-bodied beers. It has to do with getting the most bang for your buck. Beer consumption in the US is slipping, and the companies know they have to snag the 17 - 28 yr olds now if they want to develop brand loyalty for the rest of these consumer's lives. And yes, I know the ages I'm mentioning include underage drinkers.