September 11, 2013
Bud Light Lime Introduces New Winter Offering, Cran-Brrr-Rita
This winter, Bud Light Lime will introduce the latest addition to the popular Ritas family, Bud Light Lime Cran-Brrr-Rita, a limited-edition winter offering that combines the taste of a cranberry margarita with a splash of Bud Light Lime.
Cran-Brrr-Rita joins one of the biggest success stories in the beer industry: The Ritas. Straw-Ber-Rita, which debuted in March, is the largest share gainer in the beer industry this year, and Straw-Ber-Rita and Lime-A-Rita represent the No. 1 and No. 2 brands in the FMB category*. Combined the Ritas are larger than the category's next eight brands*.
"Bud Light Lime Lime-A-Rita and Straw-Ber-Rita have been immensely popular among adult consumers, and we see a huge opportunity to experiment with the Ritas," said Pat McGauley, vice president of Innovation, Anheuser-Busch. "Our upcoming winter offering, Bud Light Lime Cran-Brrr-Rita, highlights the Ritas ability to innovate year-round by combining a staple flavor of the holiday season, cranberry, with Bud Light Lime to create a refreshing, flavorful cocktail alternative."
Cran-Brrr-Rita hits store shelves in November, and will be available in 12-pack, 8 oz. cans and 25 oz. cans.
*Source: Symphony IRI, YTD
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