AB InBev has launched an orange flavour of its Bud Light beer in the US as it aims to profit from the popularity of flavoured lagers.
Released ahead of summer, the launch coincides with updated packaging for Bud Light lime.
AB InBev said that citrus flavours now account for 84% of the overall flavoured beer category in the US. Both variants incorporate real citrus peels into the brewing process.
To build consumer interest, Bud Light’s new commercials – titled ‘earth’ and ‘taste it’ – aim to highlight how both beverages are brewed with real citrus peels for perfect summertime refreshment.
The colourful new packs for Bud Light lime and Bud Light orange feature bright orange and lime details, with accents of real citrus peels.
Bud Light vice president of marketing Andy Goeler said: “Our millennial consumers are eager to try new, flavoured options in the light lager category. We wanted to create something new to engage with these consumers and bring them into the Bud Light family.
“Flavoured beer has seen steady growth with consumers continually looking for higher quality beverages made with real, natural flavours. Bud Light lime and Bud Light orange answers that call and reinforces Bud Light’s commitment to quality consumers have trusted for over 35 years.”
Bud Light lime is now available and Bud Light orange is available nationwide from April until September.
Earlier this year, AB InBev launched a marketing campaign to highlight its roots with Texas alongside special edition Texas packaging.
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