Lime-A-Rita Splash is out next month

Lime-A-Rita Splash is out next month

Anheuser-Busch InBev will try to reignite demand for its "near-beer" Lime-A-Rita in the US with the brand's biggest marketing activation and a new lower-abv range.

The flavoured malt beverage, which has been a drag on AB InBev's recent performance after a strong launch, will be supported by five commercials throughout the year. The first aired during the Grammy's telecast on Monday.

Financial details of the activation have not been disclosed.

Meanwhile, the 4% Lime-A-Rita Splash extension will roll out from 7 March with two flavours - Lime-A-Rita Splash and Straw-Ber-Rita Splash. AB InBev said the new range, which has a lower alcohol content than the 8% abv Lime-A-Rita, will allow consumer to "treat themselves to a Margarita whenever they choose".

Other flavours will also roll out this year, including Water-Melon-Rita, AB InBev said.

Lime-A-Rita found strong demand after its launch in 2012, initially propping up growth for its parent Bud Light brand. However, it has since slumped and the Rita portfolio volumes were down almost 25% for the three months to 26 December, according to Nielsen figures cited by Bernstein analysts last month.