Bud Light Lime has been named the most successful drinks brand launch on the US market in 2009, in a list dominated by brand extensions, according to research group Information Resources Inc (IRI).
Bud Light Lime, produced by Anheuser-Busch InBev, achieved sales of US$133m in 2009, Information Resources Inc (IRI) said today (22 March).
The beer brand generated the second highest sales of any food and drink brand launched in the US during the year, only beaten by Campbell’s Select Harvest soups, which had sales of $202m.
Bud Light Lime eclipsed the best performer for A-B InBev rival MillerCoors, which saw its MGD 64 lager generate sales of $53m, IRI said.
Brand extensions dominated food and drink product launches during the year, said IRI, which published its research at its “Summit 2010: Reinventing CPG & Retail Conference” event.
“Many consumers feel hesitant about trying new brands during tough economic times,” said Anne Berlack, IRI’s business insights practice executive vice president.
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By GlobalData“As a result, we’ve seen tremendous growth from brand extensions, bringing to market a new product by leveraging a pre-existing, trusted brand,” she said.
Among the other strong debutants in drinks were PepsiCo’s Mountain Dew Dewmocracy, on sales of $52m.
PepsiCo’s Gatorade Tiger/Focus came sixth in the league, with sales of $65m. Tiger Focus, a play on golfer Tiger Woods, has since been discontinued, although PepsiCo has denied any link between this decision and revelations about the golfer’s private life.
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