Bud Light Lime Expands Successful Ritas Franchise With Two New Flavors

    Bud Light Lime Expands Successful Ritas Franchise With Two New Flavors

Bud Light Lime introduces Mang-O-Rita, Raz-Ber-Rita and four flavor Mix-A-Rita
variety pack in time for spring and summer entertaining

PR Newswire

ST. LOUIS, March 3, 2014

ST. LOUIS, March 3, 2014 /PRNewswire/ --The popular Bud Light Lime Ritas
franchise is doubling. The brand is introducing two new permanent flavors –
Mang-O-Rita and Raz-Ber-Rita – as the third and fourth flavor profiles in the
Bud Light Lime Ritas family, which also launched a fifth flavor – Bud Light
Lime Cran-Brrr-Rita – as a limited-time season offering in 2013.

(Photo: http://photos.prnewswire.com/prnh/20140303/CG74605)

The brand anticipates continued success with the launch of Bud Light Lime
Mang-O-Rita and Raz-Ber-Rita. The new Ritas are 8%* alc/vol flavored malt
beverages that blend the refreshment of Bud Light Lime with the taste of
authentic mango and raspberry margaritas, respectively.

"Lime-A-Rita and Straw-Ber-Rita are two of our most successful innovations
to-date. They allowed us to introduce the Bud Light brand into occasions it
hadn't traditionally played in," said Rob McCarthy, vice president, Bud Light.
"We anticipate Raz-Ber-Rita and Mang-O-Rita to continue extending the brand
successfully into the popular margarita space. With four permanent Rita
flavors to choose from, and our new convenient mixed pack featuring them all,
we're excited to see consumers experiment and create their own "Mix-A-Rita"

To encourage mixology, the brand is offering a four-flavor Mix-A-Rita 18-pack.

The new Ritas join the popular Bud Light Lime Lime-A-Rita, Straw-Ber-Rita and
seasonal Cran-Brrr-Rita. Over the past two years, Lime-A-Rita and
Straw-Ber-Rita have combined to drive the most share growth and become one of
the most successful new innovations in the beer industry. Straw-Ber-Rita was
the largest share gainer in the beer industry in 2013; Straw-Ber-Rita and
Lime-A-Rita represented the No. 1 and No. 2 brands in the FMB category**.
Combined, the Ritas are larger than the category's next seven brands**.
Additionally, Cran-Brrr-Rita, which launched this past winter season to
positive reviews from consumers, exceeded expectations and effectively
extended the seasonality of the Ritas family. 

Bud Light Lime Ritas are best enjoyed over ice and are an ideal choice for
parties and outdoor refreshment, especially as the weather gets warmer.
Mang-O-Rita and Raz-Ber-Rita are available in three pack sizes: 12-pack 8 oz.
cans; four-pack 16 oz. cans; and 24 oz. individual cans. The Ritas are also
available in a Mix-A-Rita 18-pack, which includes six Lime-A-Ritas, four
Straw-Ber-Ritas, four Mang-O-Ritas and four Raz-Ber-Ritas.

For more information on Bud Light Lime Mang-O-Rita and Raz-Ber-Rita, visit
www.BudLightLime.com or www.Facebook.com/BudLightLime.

Based in St. Louis, Anheuser-Busch is the leading American brewer, holding a
47.6percent share of U.S. beer sales to retailers. The company brews
Budweiser and Bud Light, two of the world's largest-selling beers.
Anheuser-Busch is a major manufacturer of aluminum cans and has been a leading
aluminum recycler for more than 30 years. The company is a wholly-owned
subsidiary of Anheuser-Busch InBev, the leading global brewer, and continues
to operate under the Anheuser-Busch name and logo. For more information, visit

*6% ABV version of Bud Light Lime Raz-Ber-Rita and Mang-o-Rita are available
in Maine, New Hampshire and Tennessee

** Source: Symphony IRI, 2013 YTD

For more information, contact:
Lisa Weser, 314-765-2192

Beth Hoops, 314-552-6749

SOURCE Anheuser-Busch

Website: http://www.anheuser-busch.com
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