Bud Light beer moves into cocktailsBy Becky Paskin
Anheuser-Busch InBev is making a move into the successful US cocktail market with the introduction of Bud Light MixxTail next week.
Bud Light MixxTail, an 8% “cocktail-inspired beverage”, will be available in three flavours – Long Island, Firewalker and Hurricane across the US from 16 February.
The three drinks, available in 8-packs of 11.5 oz reclosable aluminium bottles and single-serve 16oz and 25oz cans, are intended to mirror the success of Bud Lite’s Lime Ritas, which accounts for over 33% of the flavoured malt beverage (FMB) market.
Alexander Lambrecht, vice president, Bud Light, said: “With Bud Light MixxTail, consumers spoke and we listened. We created a cocktail-inspired beverage to quench consumers’ demand for more variety, mixology and easy, convenient cocktail solutions.
MixxTail’s bold cocktail taste makes it the perfect pregame in a bottle. We believe Bud Light MixxTail will be the perfect companion brand to our popular Bud Light Lime Ritas. Together, these brands will help us continue to lead the FMB category.”
It’s thought the popularity of the flavoured malt beverage category could steal market share from spirit-based ready-to-drink products in the US going forward.