Bud Light taps into cider trend with latest beverage
NEW YORK — Anheuser-Busch, the company behind the line of Bud Light Lime Ritas, is adding the seasonal Apple-Ahhh-Rita variety to store shelves across the country. The line's permanent flavors — Straw-Ber-Rita, Mang-O-Rita, Raz-Ber-Rita and Lime-A-Rita — have enjoyed enormous success. The company is counting on consumers' love of cider to help make Apple-Ahhh-Rita just as popular.
“As evidenced by the current cider trend, apple is an immensely popular flavor amongst consumers, even more so for the fall,” said Tyler Simpson, director of marketing for Bud Light extensions. “In addition to Lime-A-Rita, Straw-Ber-Rita, Mang-O-Rita and Raz-Ber-Rita, we wanted to offer Ritas fans a special drink fitting for the season — similar to last year’s creation of the extremely successful Cran-Brrr-Rita for winter months. Apple-Ahhh-Rita is crisp and refreshing. It’s a Bud Light Lime margarita twist on a popular apple beverages that’s as simple as ‘pop, pour over ice and enjoy’.”
Apple-Ahhh-Rita's debut will be supported with an integrated advertising campaign called Fiesta Forever, according to Simpson. It will mark the brand's most significant marketing initiative since the launch of Lime-A-Rita in 2012.