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just On Call - Anheuser-Busch InBev head seeks Rita balance for Budweiser

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Anheuser-Busch InBev's CEO has said Budweiser's market share in the US “remains an issue” but that the Rita extensions can balance the brand's portfolio.

A-B InBev released its H1 results today

A-B InBev released its H1 results today

Speaking to analysts today, following the group's first-half results, Carlos Brito said products such as Bud Light Lime-a-Rita and Straw-Ber-Rita will be the “growth engines” for the Budweiser brand as they attract new consumers. The high-abv flavoured beers will give A-B InBev “a portfolio that is more in tune with today's consumers”, Brito said.

“If you look at the Ritas, it's still low penetration,” he added. “We believe there is huge untapped potential.”

A-B InBev first launched Lime-a-Rita two years ago and has since added a range of extensions. Today, the company announced it will launch a new Rita flavour, Apple Ahhh, in the third quarter. 

Meanwhile, the CEO blamed tough comparisons for the Budweiser family dropping 62 basis points of market share in Q2 but said the company is “optimistic” and is focusing on driving value in the premium category.

“Budweiser remains an issue,” Brito said. “We've provoked our team to look upwards in the market, to trade up, as opposed to relying on old methods to get share back.”


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