ST. LOUIS -- The popular Bud Light Lime-A-Rita franchise will continue its expansion by introducing Lemon-Ade-Rita, a new summer seasonal flavor joining the Rita brand and rolling out to convenience stores and other channels of retail today.
As consumer demand for convenient cocktail solutions and more flavor variants in the Rita family increases, Bud Light "continues to demonstrate the unique ability to introduce new, great tasting and flavorful drinks to a broader audience of beer drinkers," the company said. Bud Light Lime Lemon-Ade-Rita is a lemonade-margarita-flavored alcohol beverage with a twist of Bud Light Lime that is ready-to-drink with just one pour and best served over ice.
Lemon-Ade-Rita and joins the Rita portfolio including permanent flavors Lime-A-Rita, Mang-O-Rita, Raz-Ber-Rita, Straw-Ber-Rita and seasonal flavors Apple-Rita and Cran-Brr-Rita.
The Bud Light Lime Rita family, named a Nielsen Breakthrough Innovation Winner in 2014, makes up more than one-third of the FMB (flavored malt beverage) category. Since the launch of Lime-A-Rita in 2012, the Rita brand’s four core flavors claim the top four spots in the FMB category. The new Lemon-Ade-Rita aligns with Bud Light’s fun and social positioning and will be promoted as an ideal choice for parties and outdoor refreshment, especially as the weather gets warmer.
“In just a few years since the brand’s launch, the introduction of Rita flavors has been immensely successful among consumers, both through new permanent and seasonal variants,” said Alexander Lambrecht, vice president, Bud Light. “With the widespread popularity of our winter seasonal, Cran-Brrr-Rita, we saw that consumers have found drinking and entertaining occasions for Ritas throughout the entire year. We anticipate Lemon-Ade-Rita to continue to extend the seasonality of the Rita portfolio and reinforce the brand’s stake in the summer season.”
In celebration of the newest flavor launch, Bud Light Lime Lemon-Ade-Rita collaborated with renowned swimwear brand Kaohs to create a special edition Gypsy bikini bathing suit (see below) in a custom Lemon-Ade-Rita color. Bathing suits are available beginning today for a limited time only on http://kaohs.com/ at $82/item.
Bud Light Lime Lemon-Ade-Rita will be available in 12-packs of 8-oz. cans, four-pack of 16-oz. cans and 25-oz. cans. Ritas are 8% alcohol by volume flavored malt beverages that blend the refreshment of Bud Light Lime with the taste of authentic margaritas flavors. (Six percent ABV version of Bud Light Lime Ritas are available in Maine, New Hampshire and Tennessee.)
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