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Anheuser-Busch plans to improve sales of Lime-A-Rita with new marketing campaign

DBR Staff Writer Published 19 February 2016

Belgium brewer Anheuser-Busch is planning to improve sales of Bud Light Lime-A-Rita with a new advertising and marketing campaign called “Fiesta Ready” and introduce flavour variants.

Splash

The new campaign is intended to celebrate "margarita moments" based on the premise that margarita can turn routine occasions into special ones.

The company is planning to introduce a series of commercials created by FCB Chicago, along with use of billboards, train wraps, elevator TV, heated bus shelters and innovative media partnerships for the drink's promostion throughout 2016.

The company is launching lower alcohol variants with Lime-A-Rita Splash and Straw-Ber-Rita Splash which carry 4% alcohol by volume (ABV). The earlier Lime-A-Rita brand, which was launched in 2012, carried 8% ABV.

Anheuser-Busch is planning to launch Lime-A-Rita Splash with bigger mediacampaign which includes media such as TV, out-of-home advertising and new partnerships. Splash will become available in stores starting 7 March in six-pack, 12 oz.glass bottles.

Lime-A-Rita senior director Mallika Monteiro said: "When it launched in 2012, Lime-A-Rita shook up the Flavored Malt Beverage category, and has proven to be one of the most successful innovations within the beer industry, to-date.

"With the introduction of Splash, Lime-A-Rita continues to reinvent the category as a convenient cocktail solution that helps our consumers extend the weekend, and treat themselves to a margarita whenever they choose."

The beverage company is also planning to launch additional flavours such as Water-Melon-Rita, a new seasonal summer flavour, along with several new flavors which are expected to be launched throughout the year in select markets.


Caption: Straw-Ber-Rita Splash. Photo: Courtesy of PRNewsFoto/Anheuser-Busch InBev.