Bud joins the lime crowd

February 12th, 2008 | Posted by Real Beer

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.

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3 Responses to “Bud joins the lime crowd”

  1. LeeA Says:

    While all sorts of flavored beer is ok, I still think wheat ales are the most balanced of the flavored beer. Problem is the majority of the public sticks to the light beers they know best.

  2. Kennedy Says:

    I remember years ago when people would add a dash of Lime cordial to Lager, it was a drink mostly enjoyed by women who didn’t like the taste of beer, I always thought that a strange kind of logic. If you don’t like the taste of beer don’t drink it.

  3. Simon Says:

    I love beer don’t get me wrong. But lime with beer is just not appealing.

    A $35 million campaign may make me try it again but will I stick with it?

    Nooo