A-B Introduces New Take on Margarita

Rolls out Bud Light Lime 'Lime-A-Rita'

Published in CSP Daily News

ST. LOUIS -- Margaritas, the classic summer cocktail, are getting a fresh twist this summer with the national launch of Bud Light Lime Lime-a-Rita, the latest addition to the growing Bud Light portfolio.

Blending the flavor of a margarita with a splash of Bud Light Lime, Lime-a-Rita is an 8% alcohol by volume (ABV) margarita-flavored alcohol beverage that the company said 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 for 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, said the company.

The new drink will be available in 12-packs of 8-ounce 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 (see Related Content below for previous CSP Daily Newscoverage).

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 green color more prominently.
Based in St. Louis, Anheuser-Busch, the U.S. subsidiary of Belgium-based Anheuser-Busch InBev, brews Budweiser and Bud Light and distributes these and many other brands through a network of more than 500 independent wholesalers. It also owns a 50% share in Grupo Modelo, Mexico's leading brewer.