Beverage News / Beer

Bud Light Lime adds seasonal Apple-Ahhh-Rita flavor to Ritas portfolio

Flavored malt beverage brand’s line extension taps into popularity of apple ciders

Following the successful launch of a winter seasonal last year, Anheuser-Busch, a St. Louis-based subsidiary of Anheuser-Busch InBev, added the fall seasonal Apple-Ahhh-Rita to its Bud Light Lime Ritas lineup of ready-to-drink flavored malt beverages (FMBs).

“As evidenced by the current cider trend, apple is an immensely popular flavor amongst consumers, even more so for the fall,” said Tyler Simpson, director of marketing for Bud Light extensions, in a statement. “In addition to Lime-A-Rita, Straw-Ber-Rita, Mang-O-Rita and Raz-Ber-Rita, we wanted to offer Ritas fans a special drink fitting for the season, similar to last year’s creation of the extremely successful Cran-Brrr-Rita for winter months. Apple-Ahhh-Rita is crisp and refreshing. It’s a Bud Light Lime Margarita twist on a popular apple beverage that’s as simple as ‘pop, pour over ice and enjoy.’”

Anheuser-Busch reports that its Ritas line has been extremely popular and was even named a 2014 Breakthrough Innovation winner by New York-based Nielsen. The permanent core flavors — Lime-A-Rita, Straw-Ber-Rita, Mang-O-Rita and Raz-Ber-Rita — were the Top 4 brands in the FMB category in U.S. multi-outlets from the beginning of the year through June 22, according to Chicago-based Information Resources Inc.

In addition, the company reports that its winter seasonal Cran-Brrr-Rita “flew off shelves” last year, and it anticipates the same popularity this fall for Apple-Ahhh-Rita, which taps into the current consumer popularity of apple ciders.

To support the release of the seasonal line extension, Bud Light extended its “Fiesta Forever” campaign to include a new TV commercial for Apple-Ahhh-Rita:

“We spent the past two years introducing consumers to Ritas with product-focused creative,” Simpson said in a statement. “Now, with four core Ritas flavors in stores and leading the FMB category — as well as two seasonal offerings for fall and winter — the new Fiesta Forever campaign focuses on the spirit of the Ritas brand, encouraging consumers to embrace moments to let go and celebrate. Fiesta Forever is the most significant marketing campaign behind Bud Light Lime Ritas since we first launched Lime-A-Rita in 2012.”
 

 Did you enjoy this article? Click here to subscribe to Beverage Industry.  

You must login or register in order to post a comment.

Multimedia

Videos

Image Galleries

Dinner with Tequila Don Julio

Diageo is taking its Tequila Don Julio brand on the road this summer with a rolling Airstream Speakeasy mobile craft cocktail bar. The team stopped in Chicago on July 29 to share some specialty tequila cocktails paired with food from Chicago restaurants Honey Butter Fried Chicken and The Radler as well as dessert venues Black Dog Gelato and Baker Miller. (Photos by Jennifer Haderspeck)

9/17/14 2:00 pm EDT

The Path to New Product Success: Navigating the latest trends for new beverage development

By attending this webinar, you will learn about the top trends and how they fit into the CPG market, which channels are influencing new products and technology, how Packaging fits into your product development, and ways you can use innovation to increase sales.

Podcasts

Maintaining beverage dispensing equipment

Iuliana Nita, Saint-Gobain Performance Plastics global marketing manager of food and beverage, offers her insights about ensuring sanitary performance of beverage dispensing equipment in foodservice applications. She also will offer some tips about choosing the right kind of tubing to handle acidic beverages.

Beverage Industry Magazine

BI September 2014 cover

2014 September

The September 2014 Beverage Industry includes a cover story on our Wholesaler of the Year, The Odom Corp., as well as articles about single-cup and iced coffees, cconvenience store growth, vegetable flavors, and more. Check it out today!

Table Of Contents Subscribe

Beverage Insider eNewsletter

Are you an Insider? Subscribe to Beverage Industry’s weekly e-newsletter to receive news headlines, new product information and magazine highlights.   

Coffee Segments

Which coffee segment will be impacted the most by coffee bean increases?
View Results Poll Archive

THE BEVERAGE INDUSTRY STORE

cleaning-in-place-dairy-foo.gif
Cleaning-in-Place: Dairy, Food and Beverage Operations, 3rd Edition

This book addresses the principles of cleaning operations, water supply issues and the science of detergents and disinfectants.

More Products

Webinars

Beverage Industry Webinars are an easy, effective and convenient way to get educated and informed on the latest industry trends and topics. All Webinars are FREE unless indicated. For more information, check out our Events page!

STAY CONNECTED

facebook40 twitter    youtubelinkedgoogle+ icon 40px