Bud joins the lime crowd
February 12th, 2008 | Posted by Stan HieronymusAnheuser-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.
February 26th, 2008 at 1:54 pm
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.
March 1st, 2008 at 12:37 pm
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.
March 11th, 2008 at 7:33 pm
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