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US: A-B adds new flavour to Bacardi Silver range

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Its rival SABMiller may have rid itself of most of its read-to-drink (RTD) brands last week, but that doesn't seem to have dampened Anheuser-Busch's enthusiasm for the category, with the announcement today that it has added another flavour extension to its Bacardi Silver portfolio.

In a statement today, Anheuser-Busch said it has added Bacardi Silver Limón to its flavored malt beverage line.

"Bacardi Silver Limón offers adult consumers who enjoy flavored malt beverages a surprisingly refreshing new taste that is unlike any other ," said Marlene Coulis, director of new products, Anheuser-Busch, Inc. "This beverage category is all about what's new and Bacardi Silver Limón's unique lemon flavour fits right in."

The brand will use a variety of media, including national television, cable, print, outdoor and promotional radio in its marketing plan, A-B said. Bacardi Silver Limón will be supported with custom point-of-sale materials and promotional items.

"Lemon and citrus flavors account for 33% of flavoured spirit sales and therefore presents an opportunity to continue building on the Bacardi Silver Family," Coulis said.
Bacardi Silver Limón will be available in 12- and 24-ounce bottles, 16-ounce plastic bottles and 1/6 and 1/4 barrel draught.


Sectors: Spirits

Companies: Bacardi Ltd, SABMiller

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