Anheuser-Busch announces launch of Ritas Spritz
Ready-to-drink alcohol beverage targets female demographic
As part of the continued innovation from St. Louis-based Anheuser-Busch, the beer-maker launched Ritas, originally marketed as Bud Light Lime Lime-A-Rita, in 2012. Ritas is the first brand in the Anheuser-Busch InBev portfolio to explicitly target women and last year introduced "The Ritas," legendary women who take a "life's-a-party attitude in every situation,” according to the company.
Ritas Spritz is available in White Peach Rosé, Pear Orange Sangria and Strawberry Blueberry Sangria and contain a lower alcohol content, the company says.
"As a brand, we want to stand for more than just Margaritas," said Chelsea Phillips, vice president of Beyond Beer Brands at Anheuser-Busch, in a statement. "Ritas is about embracing bold individuality and a party attitude. This newest innovation responds to a growing consumer desire for ready-to-drink beverages. With spritz dominating as the consumer beverage of choice, and canned wines on the rise, we felt there was no better time to shake up the status quo with Ritas Spritz."
Debuting this month, "The Ritas" are back. These women believe life's too short not to love what you drink. They've tried new Ritas Spritz (love it!), and they're here to tell the world you don't have to pretend to like wine anymore, the company says.
Produced by Fallon New York, the creative campaign first appeared in broadcast during the Grammys in the brand's top-performing markets. Ritas Spritz will continue to be supported through the year with additional broadcast, print, digital and social media creative.
Ritas Spritz is available at retailers nationwide and online in four-packs of 12-ounce slim cans, 16-ounce single cans, and flavor variety pack of 12-pack of 12-ounce slim cans.