Bud Light Expands Citrus Portfolio with Release of Limited-Edition Bud Light Orange

Just in time for summer, Bud Light is expanding the brand’s citrus portfolio with a refreshed Bud Light Lime and the addition of Bud Light Orange. Both light lagers are brewed with real lime and orange peels, and deliver a clean and crisp taste that highlights natural citrus flavours in every sip.

“Our millennial consumers are eager to try new, flavoured options in the light lager category. We wanted to create something new to engage with these consumers and bring them into the Bud Light family,” said Andy Goeler, vice president of marketing, Bud Light. “Flavoured beer has seen steady growth with consumers continually looking for higher quality beverages made with real, natural flavours. Bud Light Lime and Bud Light Orange answers that call and reinforces Bud Light’s commitment to quality consumers have trusted for over 35 years.”

Bud Light brewmasters take pride in knowing they make the hardest style of beer to brew – light lager. In a continued commitment to quality it was only natural to incorporate real citrus peels into the brewing process and as always, consistently check quality and taste every step of the way. Both beers are brewed for summer and are perfect for summer drinking occasions.

Beyond the consistent quality beer drinkers have come to appreciate with Bud Light, ensuring that consumer needs are being met continues to be of the utmost importance to the brand. That’s why Bud Light has carefully analysed the market and put the appropriate rigour into planning this exciting summer launch. With the flavoured beer segment on an uptick, citrus flavours now account for 84% of the overall flavoured category. Beyond that, in the past five years, sales in the orange flavoured beer category have grown to six times the size.

To build on this exciting announcement, Bud Light’s new commercials by Wieden + Kennedy New York — titled “Earth” and “Taste It” — feature Bud Light Lime and new Bud Light Orange, highlighting how both are brewed with real citrus peels for perfect summertime refreshment.

The colourful new packs for Bud Light Lime and new Bud Light Orange feature bright orange and lime details, with accents of real citrus peels. Together these beers form the ultimate citrus combo for a taste that’s unmistakably summer.

Bud Light Lime is available nationwide and Bud Light Orange is available US-wide from April through September.

Source: Anheuser-Busch InBev

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