In time for summer, Bud Light will expand the brand’s citrus portfolio with a refreshed Bud Light Lime and the addition of Bud Light Orange.
Both light lagers are brewed with real lime and orange peels, the company says.
“Our millennial consumers are eager to try new, flavored 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,” says Andy Goeler, vice president of marketing, Bud Light. “Flavored beer has seen steady growth with consumers continually looking for higher quality beverages made with real, natural flavors. 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.”
With the flavored beer segment on an uptick, citrus flavors now account for 84% of the overall flavored category, the company says. Beyond that, in the past five years, sales in the orange flavored beer category have grown to six times the size.
To build on this product launch, Bud Light’s new commercials — titled “Earth” and “Taste It” — feature Bud Light Lime and new Bud Light Orange, highlighting how both are brewed with real citrus peels for summertime refreshment. The new packs for Bud Light Lime and new Bud Light Orange feature bright orange and lime details, with accents of real citrus peels.
Bud Light Lime is available nationwide and Bud Light Orange is available nationwide from April through September.