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Product Launch - US: Anheuser-Busch InBev's Bud Light Lime Straw-Ber-Rita

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Anheuser-Busch InBev's Bud Light Lime Straw-Ber-Rita

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Category - FMB, strawberry-flavoured, 8% abv

Available - From this month

Location - US, nation-wide; 6% abv version available in Maine, New Hampshire and Tennessee

Price - Info not yet available

Anheuser-Busch InBev is adding a strawberry-flavoured extension to its Bud Light Lime Lime-A-Rita flavoured malt beverage brand in the US.

Bud Light Lime Straw-Ber-Rita is targeted at the same non-beer drinkers as Lime-A-Rita, which was launched last year, A-B InBev said yesterday (25 March). The new brand will be available in three pack sizes - 12-pack, 8oz cans; four-pack 16oz cans, and 24oz cans.

Show the press release

Last April, Bud Light Lime Lime-A-Rita hit shelves, and in less than eight months, became the leading flavored malt beverage brand on the market, selling more than 500,000 barrels.  The successful launch of Lime-A-Rita was second only to Bud Light's other 2012 innovation, Bud Light Platinum, which was the No. 1 top-selling new product in the alcohol category.

Today, Lime-a-Rita will launch its much-anticipated new flavor: Bud Light Lime Straw-Ber-Rita, an 8%* alc/vol flavored malt beverage that blends the refreshment of Bud Light Lime with the taste of an authentic strawberry margarita.

"The response to Lime-A-Rita, especially among non-beer drinkers, was tremendous, and we knew we'd tapped into a winning insight we could build on," said Rob McCarthy , vice president, Bud Light.  "Strawberries and margaritas have long gone hand-in-hand.  Straw-Ber-Rita is a unique twist on a familiar flavor that only Bud Light Lime can deliver."

Both Straw-Ber-Rita and Lime-A-Rita are best enjoyed over ice and are the perfect addition to any outdoor occasion, especially as the weather heats up.  The new brand will be available in three pack sizes: 12-pack, 8 oz. cans; four-pack 16 oz. cans; and 24 oz. cans.

*6% ABV version of Bud Light Lime Straw-Ber-Rita is available in Maine, New Hampshire and Tennessee

Original source: Company Release


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