Bud Light Lime Introduces Straw-Ber-Rita

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Mar 25, 2013, 04:22 ET

ST. LOUIS, March 25, 2013 /PRNewswire/ -- 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.

(Photo: http://photos.prnewswire.com/prnh/20130325/CG83086)

Bud Light Lime introduces Straw-Ber-Rita, a flavored malt beverage that blends the refreshment of Bud Light Lime with the taste of an authentic strawberry margarita. (PRNewsFoto/Anheuser-Busch) (PRNewsFoto/ANHEUSER-BUSCH)

Today, Lime-a-Rita will launch 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," 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."

Both 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.

For more information on Straw-Ber-Rita and Lime-A-Rita, visit www.BudLightLime.com or www.Facebook.com/BudLightLime.

Anheuser-Busch
Based in St. Louis, Anheuser-Busch is the leading American brewer, holding a 47.6 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 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.

*6% ABV version of Bud Light Lime Straw-Ber-Rita is available in Maine, New Hampshire and Tennessee

For more information, contact:
Phillip Cleveland, 314-577-9637
[email protected]

SOURCE Anheuser-Busch