Anheuser-Busch will roll out Bud Light Lime in May, backing it with a $35 million marketing campaign.
â€œWeâ€™re treating this as a big launch,â€ Dave Peacock, vice president of marketing at the companyâ€™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 yearâ€™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 â€” including ones that evoke brews popular in Latino culture â€” 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. â€œWe canâ€™t remember a Bud family product we didnâ€™t put into a test market,â€ said Peacock.