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Anheuser-Busch InBev targets female fans with Lime-A-Rita NFL tie-up

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Anheuser-Busch InBev's US unit has lined up a partnership between its Lime-A-Rita brand and the country's National Football League.

Seasonal Pome-Granate-Rita will be available until Spring 2018

Seasonal Pome-Granate-Rita will be available until Spring 2018

Anheuser-Busch said earlier this week that the deal is part of a wider, company partnership. The Lime-A-Rita push has been designed to connect specifically with female football fans.

"The NFL has been making a lot of positive changes to highlight and speak to female fans," said Chelsea Phillips, VP of brand marketing for Lime-A-Rita. "We are excited for Lime-A-Rita to be a brand that can support these efforts and bring even more fun to our consumers' favourite sport."

Lime-A-Rita has been available at stadiums for the past five years, AB said. The new deal will make way for "larger team integrations, featuring a variety of ready-to-drink margaritas". 

The Lime-A-Rita range includes Lime-A-Rita, Straw-Ber-Rita, Lemon-Ade-Rita, Grape-A-Rita, Mang-O-Rita, and Peach-A-Rita. The company has also released a seasonal flavour - Pome-Granate-Rita. The new product, which launched in the US this week, will be available until next Spring. 

The 2017-2018 NFL season started this month.

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