Bud Light is introducing a new cocktail-inspired product to their growing portfolio. Bud Light MIXXTAIL is an 8% ABV cocktail-inspired beverage available in three flavours – Long Island, Firewalker and Hurricane – that combines the great taste of America’s favourite cocktail flavours with the uniquely smooth and refreshing finish expected from a Bud Light.
“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,” said Alexander Lambrecht, vice president, Bud Light.
“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.”
Like the cocktails that inspired it, Bud Light MIXXTAIL is best served over ice. The new drink will be available in 8-packs of 11.5 oz. recloseable aluminum bottles and single-serve 16 oz. and 25 oz. cans beginning Feb. 16.
Bud Light has a history of success with new product innovations. In 2012, Bud Light introduced Bud Light Platinum, which quickly became the best-selling new beer of that year according to IRI Symphony data.
Bud Light Lime Ritas, named a Nielsen Breakthrough Innovation Winner in 2014, make up more than one-third of the FMB (flavoured malt beverage) category.
Since the launch of Lime-A-Rita in 2012, the Ritas brand has grown to include four core flavours – Lime-A-Rita, Straw-Ber-Rita, Mang-O-Rita and Raz-Ber-Rita – that claim the top four spots in the FMB category.
Bud Light expects similar results for the new MIXXTAIL line.