Anheuser-Busch will roll out Bud Light Lime in May, backing it with a $35 million marketing campaign.
“We’re treating this as a big launch,” Dave Peacock, vice president of marketing at the company’s domestic beer subsidiary, said in the St. Louis Post-Dispatch.
Last year A-B rival Miller Brewing introduced Miller Chill, a beer flavored with lime and salt. It was one of the year’s hottest beer product launches.
Miller’s “Brew Blog” has been predicting that A-B would counter with a product like this, and reports on it today.
Peacock said Anheuser-Busch and Miller had independently concluded that flavored beers — including ones that evoke brews popular in Latino culture — can attract a wide following.
A-B’s confidence in the product is illustrated by its decision to take it directly to a national launch without testing it in regional markets. “We can’t remember a Bud family product we didn’t put into a test market,” said Peacock.