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 a 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.”
The company says 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.