The Bud Light Lime-A-Rita line has announced a new seasonal flavor, plus a partnership with the NFL.
The new fall/winter seasonal release in 2017 will be Pome-Granate-Rita. This combines juicy and tart flavors with a margarita twist, the company reports.
Lime-A-Rita also announced today that it will become an official sponsor of the NFL for the first time.
The activation will allow the brand to “celebrate the NFL’s passionate female fans through larger team integrations, featuring a variety of ready-to-drink margaritas,” the company says, adding that women currently represent 45% of the NFL fan base.
“The NFL has been making a lot of positive changes to highlight and speak to female fans,” says Chelsea Phillips, VP Brand Marketing for Lime-A-Rita. “We are excited for Lime-A-Rita to be a brand that can support these efforts and bring even more fun to our consumer’s favorite sport.”