In the Limelight

Bud Light Lime leads IRI new product list in convenience channel for 2008 Jan. 30, 2009

ST. LOUIS -- Anheuser-Busch said that Bud Light Lime was named the top-selling new product in the convenience channel in 2008 by Information Resources Inc. (IRI), provider of consumer, shopper and retail market intelligence and insights. Based on dollar sales for the 52-week period ending Dec. 28, 2008, of all new products introduced in the U.S. convenience channel for the year as tracked by IRI's AllScan Convenience Store Tracking service, Bud Light Lime was the No. 1-selling new product across all categories. Sales of the product for the same time period in the combined convenience, [image-nocss] food, drug store and mass channels, excluding Wal-Mart, were also exceptional.

"Bud Light Lime represents our commitment to offering choices for every lifestyle and drinking occasion, and to giving retailers the new products and packages that will satisfy their customers," said Don Johnson, vice president ofnational retail sales for A-B, St.Louis. "As the IRI results show, people really responded to the launch of this innovative new product. We're especially pleased that over 60% of Bud Light Lime volume is new to [A-B], including 8% that comes from buyers new to the category."

Introduced in April 2008, Bud Light Lime has a splash of 100% natural lime flavor. In 2009, A-B plans to build on the success of Bud Light Lime with the introduction of 18-pack bottles and 12- and 18-pack cans. The new packages will be available in stores beginning in mid-February.

"There are very few game changers in today's market, but Bud Light Lime definitely fits that category," said Thom Blischok, IRI president of consulting and innovation, one of the industry's foremost authorities on new products and new packaging trends in the consumer packaged goods, retail and healthcare industries. "Bud Light Lime was a result of inspirational thinking centered around the shopper and its success proves yet again the importance of innovation in reaching today's consumers."

After less than four months on the market, A-B's Budweiser American Ale also made IRI's top 20 list of new convenience store brands for 2008. Introduced in September 2008, Budweiser American Ale is an American-style amber ale.

A-Bis the leading American brewer, holding a 48.5% share of U.S. beer sales. The company brews the world's largest-selling beers, Budweiser and Bud Light. A-B also owns a 50% share in Grupo Modelo, Mexico's leading brewer and a 27% share in China brewer Tsingtao, whose namesake beer brand is the country's best-selling premium beer.

IRI is a major provider of consumer, shopper and retail market intelligence and insights. It offers the combination of integrated market information, automated and predictive analytics, innovative enabling technologies and domain expertise.

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