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Product Launch - US: Anheuser-Busch InBev's Bud Light Lime Mang-O-Rita, Raz-Ber-Rita, Cran-Brrr-Rita

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Anheuser-Busch InBev's Bud Light Lime Mang-O-Rita, Raz-Ber-Rita, Cran-Brrr-Rita

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Category - Flavoured light beer, 8% abv (6% abv versions of Mang-o-Rita and Raz-Ber-Rita will be available in Maine, New Hampshire and Tennessee

Available - From this month

Location - US, nation-wide

Price - Not specified, available in 12-pack of 8oz cans, four-pack of 16oz cans and 24oz individual cans

Distribution - Anheuser-Busch Inbev

Anheuser-Busch Inbev has lined up two permanent additions to its Bud Light Lime Rita portfolio, and added a further limited edition extension. Mang-O-Rita and Raz-Ber-Rita will be available nation-wide from this month, with Cran-Brrr-Rita available for a limited period.

The mango and raspberry extensions will join Lime-A-Rita and Straw-Ber-Rita in the portfolio. The range will also be available in a Mix-A-Rita 18-pack, which includes six Lime-A-Ritas, four Straw-Ber-Ritas, four Mang-O-Ritas and four Raz-Ber-Ritas.

The company initially launched Lime-a-Rita almost two years ago.

Show the press release

The popular Bud Light Lime Ritas franchise is doubling. The brand is introducing two new permanent flavors - Mang-O-Rita and Raz-Ber-Rita - as the third and fourth flavor profiles in the Bud Light Lime Ritas family, which also launched a fifth flavor - Bud Light Lime Cran-Brrr-Rita - as a limited-time season offering in 2013.

The brand anticipates continued success with the launch of Bud Light Lime Mang-O-Rita and Raz-Ber-Rita. The new Ritas are 8%* alc/vol flavored malt beverages that blend the refreshment of Bud Light Lime with the taste of authentic mango and raspberry margaritas, respectively.

"Lime-A-Rita and Straw-Ber-Rita are two of our most successful innovations to-date. They allowed us to introduce the Bud Light brand into occasions it hadn't traditionally played in," said Rob McCarthy, vice president, Bud Light. "We anticipate Raz-Ber-Rita and Mang-O-Rita to continue extending the brand successfully into the popular margarita space. With four permanent Rita flavors to choose from, and our new convenient mixed pack featuring them all, we're excited to see consumers experiment and create their own "Mix-A-Rita" combinations."

To encourage mixology, the brand is offering a four-flavor Mix-A-Rita 18-pack.

The new Ritas join the popular Bud Light Lime Lime-A-Rita, Straw-Ber-Rita and seasonal Cran-Brrr-Rita. Over the past two years, Lime-A-Rita and Straw-Ber-Rita have combined to drive the most share growth and become one of the most successful new innovations in the beer industry. Straw-Ber-Rita was the largest share gainer in the beer industry in 2013; Straw-Ber-Rita and Lime-A-Rita represented the No. 1 and No. 2 brands in the FMB category**. Combined, the Ritas are larger than the category's next seven brands**. Additionally, Cran-Brrr-Rita, which launched this past winter season to positive reviews from consumers, exceeded expectations and effectively extended the seasonality of the Ritas family.

Bud Light Lime Ritas are best enjoyed over ice and are an ideal choice for parties and outdoor refreshment, especially as the weather gets warmer. Mang-O-Rita and Raz-Ber-Rita are available in three pack sizes: 12-pack 8oz cans; four-pack 16oz cans; and 24oz individual cans. The Ritas are also available in a Mix-A-Rita 18-pack, which includes six Lime-A-Ritas, four Straw-Ber-Ritas, four Mang-O-Ritas and four Raz-Ber-Ritas.

*6% ABV version of Bud Light Lime Raz-Ber-Rita and Mang-o-Rita are available in Maine, New Hampshire and Tennessee

Original source: Company Release


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