Bud Light Lime, A Peach In Convenience

Bud Light Lime was named the top-selling new product in the convenience channel in 2008 by Information Resources Inc. (IRI).

Based on dollar sales for the 52-week period ending Dec. 28, 2008, of all new products introduced in the U.S. convenience channel for the year (as tracked by IRI’s AllScan Convenience Store Tracking service), Bud Light Lime was the number-one selling new product across all categories.

Sales of the Bud Light Lime for the same period in the combined convenience, food, drug store and mass channels, excluding Wal-Mart, were also exceptional, according to Anheuser-Busch.

“Bud Light Lime represents our commitment to offering choices for every lifestyle and drinking occasion, and to giving retailers the new products and packages that will satisfy their customers,” said Don Johnson, vice president of national retail sales for A-B. “As the IRI results show, people really responded to the launch of this innovative new product. We’re especially pleased that over 60% of Bud Light Lime volume is new to Anheuser-Busch, including 8% that comes from buyers new to the category.”

Bud Light Lime rolled onto the market in April 2008. It has a splash of 100% natural lime flavor and all the superior drinkability of Bud Light, A-B said.

In 2009, A-B plans to build on the success of Bud Light Lime with the introduction of 18-pack bottles and 12- and 18-pack cans. The new packages will be available in stores beginning in mid-February.

“There are very few game changers in today’s market, but Bud Light Lime definitely fits that category,” said Thom Blischok, IRI president of Consulting and Innovation. “Bud Light Lime was a result of inspirational thinking centered around the shopper and its success proves yet again the importance of innovation in reaching today’s consumers.”

After less than four months on the market, Anheuser-Busch’s Budweiser American Ale also made IRI’s Top 20 list of new convenience store brands for 2008. Introduced in September 2008, Budweiser American Ale is an American-style amber ale that offers “the perfect balance of malt and hop refreshment,” according to A-B.

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