April 23, 2012
ST. LOUIS – Margaritas, the classic summer cocktail, are getting a fresh twist this summer with today’s national launch of Bud Light Lime Lime-a-Rita, the latest addition to the growing Bud Light portfolio. Blending the flavor of an authentic margarita with a refreshing splash of Bud Light Lime, Lime-a-Rita is an 8%* ABV margarita-flavored alcohol beverage that meets a growing demand among adult drinkers seeking sweeter alternatives.
“As warm weather starts to take hold across the country, people want light and refreshing beverages to keep them cool all summer long,” said Mike Sundet, vice president, Bud Light. “This is our take on the traditional margarita. Beer drinkers were already mixing Bud Light Lime into margaritas to create ‘beer ritas’; Lime-a-Rita just adds a new level of convenience by providing a beverage with the perfect balance of flavors.”
Lime-a-Rita can be enjoyed from the can or, like the popular cocktail that inspired it, is best served over ice. The new drink will be available in 12-packs of 8 oz. cans, 24-packs of 12 oz. shrink-wrapped bottles and single-serve 24 oz. cans.
The introduction of Lime-a-Rita follows January’s launch of Bud Light Platinum, the best selling new beer of 2012 according to IRI Symphony data.
As Lime-a-Rita hits the market, Bud Light Lime has also received an updated look with the introduction of new primary and secondary packaging. Designed to reflect the current look and feel of Bud Light, the new Bud Light Lime packaging will feature the brand’s iconic green color more prominently.
Based in St. Louis, Anheuser-Busch is the leading American brewer, holding a 47.7 percent share of U.S. beer sales to retailers. The company brews Budweiser and Bud Light, two of the world’s largest-selling beers. Anheuser-Busch also owns a 50 percent share in Grupo Modelo, Mexico’s leading brewer. Anheuser-Busch is a major manufacturer of aluminum cans and has been a leading aluminum recycler for more than 30 years. The company is a wholly-owned subsidiary of Anheuser-Busch InBev, the leading global brewer, and continues to operate under the Anheuser-Busch name and logo. For more information, visit www.anheuser-busch.com.
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*6% ABV version of Bud Light Lime ‘Lime-a-Rita’ is available in Maine, Mississippi, New Hampshire, and Tennessee