Last April (2012), 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.
Lime-a-Rita has launched 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," says Rob McCarthy, vp, 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."
Straw-Ber-Rita 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.