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Anheuser-Busch Introduces Lime-Flavored Bud Light
- Ad Age, Wednesday, February 13, 2008 11:45 AM
A memo to distributors says brand's "consumer target" is light-beer drinkers ages 25 to 54 who prefer a "sweeter" beer, as well as "trendsetters and
aspirers."
Archrival Miller Brewing has done a respectable job with its lime-and-salt flavored Miller Chill brand since it went national last year. The brand has sold 450,000 barrels, according to industry sources, good for a 0.3% market share. At launch, the company said the goal was a 0.5% to 1.0% market share by the end of this year.
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