Anheuser-Busch is expanding its range of Bud Light lagers brewed with citrus peel with the launch of a third flavour in the range: lemon.
The newest addition to the Bud Light brand is a light lager brewed with lemon peels and aged over black tea leaves to give the beer a distinct flavour profile.
It complements the existing Bud Light Lime and Bud Light Orange – the brand’s two previous experiments with brewing with citrus peels – and arrives just in time for the American summer.
Andy Goeler, vice-president of marketing for Bud Light, said: “As the number one selling beer in America, it is important for us to continue to innovate and bring consumers the types of products they are demanding. We saw the success of Bud Light Lime and Orange last summer and wanted to bring another beer into our portfolio that uses real lemon peels and tea leaves in the brewing process.
“Bud Light Lemon Tea is a product that we think consumers are going to love this summer. Its unique taste profile is something we think is going to help attract new people to the Bud Light family.”
Earlier this year Bud Light debuted a comprehensive ingredients label on its packaging. As a continuation of Bud Light’s commitment to transparency, Bud Light Lemon Tea will also include an ingredients and serving facts label on its packaging, and will have icons that highlight the fact that it is brewed with no corn syrup and no artificial flavours.
AB InBev said that citrus flavours now account for 84% of the overall flavoured beer category in the US amid a greater focus on flavour.
And low- and no-alcohol options are proving increasingly popular as millennial consumers turn their backs on alcohol: the US and Canada recorded a moderate increase in per capita alcohol consumption between 1996 and 2015, according to the Organisation for Economic Co-operation and Development (OECD), but generally consumption is falling as drinkers become more conscious about their intake.
In Western Europe, the picture is quite consistent: all countries recorded a similar level of decline in overall alcohol consumption, ranging from 3.1 litres per person in Greece to a moderate 0.5 litres in Belgium.
Excluding the US and Canada, those countries monitored by the OECD that increased their consumption – like China, India, Brazil and Indonesia – can generally be characterised by a growing economy and an emerging middle class.
Speaking at the launch of Bud Light orange, 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. [These new Bud Light flavours] answer that call and reinforces Bud Light’s commitment to quality.”
© FoodBev Media Ltd 2019
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