Eduardo Pereda, Michelob Family brand director, said the company developed the new fruit infused beers to address consumers' craving for choices in the category.
"The beers were created with the female audience in mind, but are a great option for both beer and non-beer drinkers ... who crave variety in the beverages they consume," he said, adding that the new versions of Michelob address the "beer mixer" trend. "While 'beertails' have been around for ages," he said, citing the Shandy (beer with ginger ale or lemonade) from England, the Ratler from Germany, or the Michelada from Spain, "beer mixers are only now just beginning to hit the mainstream in the U.S."
Pereda said the products will be promoted through a variety of point-of-sale, public relations and sampling efforts. Spend for the marketing effort was not divulged.
The beers, targeting 21- to-49-year-old females, are for summer only, and will be available in individual four- and six-pack carriers, as well as a variety pack of 12 bottles - four 12-ounce bottles of each flavor.
Benjamin Steinman, editor of Beer Marketer's Insights, said beer mixers are a niche brand. "I don't think it's something they are expecting gigantic results from. A-B is experimenting with a lot of different niches."
Indeed, the new flavors for Michelob were originally tested last year under A-B's 9th Street Market label. But the company also had "Tilt", a berry-flavored beer with caffeine, ginseng and guarana; Jack's Pumpkin Spice Ale; Wild Blue and Blue Horizon, both blueberry beers, among others.