ST. LOUIS -- Following on the successful heels of Bud Light Lime-a-Ritas, the beer brand is introducing a new cocktail-inspired product to the growing Bud Light portfolio: Bud Light MIXXTAIL. Bud Light MIXXTAIL is an 8% ABV cocktail-inspired beverage available in three flavors--Long Island, Firewalker and Hurricane--that combines the taste of America’s favorite cocktail flavors with the smooth and refreshing finish expected from a Bud Light.
“With Bud Light MIXXTAIL, consumers spoke and we listened. We created a cocktail-inspired beverage to quench consumers’ demand for more variety, mixology and easy, convenient cocktail solutions. MIXXTAIL’S bold cocktail taste makes it the perfect pregame in a bottle,” said Alexander Lambrecht, vice president, Bud Light. “We believe Bud Light MIXXTAIL will be the perfect companion brand to our popular Bud Light Lime Ritas. Together, these brands will help us continue to lead the FMB category.”
Like the cocktails that inspired it, Bud Light MIXXTAIL is best served over ice. The new drink will be available in 8-packs of 11.5-oz. recloseable aluminum bottles and single-serve 16-oz. and 25-oz. cans beginning Monday, Feb. 16.
The introduction of MIXXTAIL follows a recent history of successful new-product innovations by Anheuser-Busch's Bud Light brand. In 2012, Bud Light introduced Bud Light Platinum, which quickly became the best-selling new beer of that year, according to IRI Symphony data. Bud Light Lime-a-Ritas, named a Nielsen Breakthrough Innovation Winner in 2014, make up more than one-third of the FMB (flavored malt beverage) category. Since the launch of Lime-A-Rita in 2012, the Ritas brand has grown to include four core flavors--Lime-A-Rita, Straw-Ber-Rita, Mang-O-Rita and Raz-Ber-Rita--that claim the top four spots in the FMB category. Bud Light expects similar results for the new Bud Light MIXXTAIL line.
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