Natural Light was originally priced at Budweiser levels, which has traditionally been considered part of the "premium"-priced segment.

The name was later shortened to the current Natural Light, and was re-formulated to have similar taste but slightly fewer calories.

It was Crosby, however, who most customarily mocked the brand's unwieldy name in the said commercials by urging people, "Just say Natural."

Over the years, the brand was also re-priced downward, especially after Bud Light was introduced, eventually ending up at its current value pricing.

[2] In an attempt to broaden its brand beyond the college-age demographic, Anheuser-Busch overhauled Natural Light's packaging in 2023, returning to the logo and can design used in the late 1970s.