Beverage Industry

Anheuser-Busch introduces Bud Light Lime Straw-Ber-Rita

March 26, 2013

St. Louis-based Anheuser-Busch, a subsidiary of Anheuser-Busch InBev, is adding some berry taste to its flavored malt beverage (FMB) lineup with the release of Bud Light Lime Straw-Ber-Rita. A follow up to the successful Lime-A-Rita, which launched last April and has sold more than 500,000 barrels, the Straw-Ber-Rita is an 8 percent alcohol by volume FMB that blends Bud Light Lime with the taste of a strawberry Margarita, the company says. A 6 percent alcohol by volume version of the Straw-Ber-Rita is available in Maine, New Hampshire and Tennessee.

“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 of Bud Light, in a statement.  “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.”

The new brand will be available in three package sizes: 12-packs of 8-ounce cans, four-packs of 16-ounce cans, and 24-ounce cans. The company recommends consuming Straw-Ber-Rita and Lime-A-Rita over ice.