A-B Rolling Out Chill Clone

May 5 launch.

Anheuser-Busch has confirmed that it’s planning a national rollout of Bud Light Lime.

Bud Light Lime, whose launch was first reported by Brew Blog, will be introduced nationally on May 5. It will be backed with a $35 million marketing campaign, according to reports in beer industry trade magazines.

The brand, which will come in a clear glass bottle with an APL label, will be rolled out with no test-marketing.

A-B has launched literally dozens of new products over the past two years in an effort to mine niches and seek new sources of volume (it’s already discontinued some new products). Now that Miller Chill has proven itself in the market, A-B appears to be going after it.

In an interview with Beer Marketers’ Insights, A-B top marketer Dave Peacock said the brewer was deliberate in crafting the beer.

From the interview:

Dave pointed to extensive research that began 2 yrs ago and first led to Bud Light Chelada. Before pulling trigger on Bud Light Lime, AB "had to make sure" it "didn't disenfranchise our core drinker."

BMI notes another reason for A-B introducing the brew now:

But yet another reason for rollout is that Bud family declined in 07 and total beer mkt appears tuffer in 08, with some early trading down in rapidly decelerating economy. This big bet is intended as needed shot-in-arm to volume, down slightly in early 08.

Beer Business Daily, meanwhile, reported that A-B “will be rolling out lots of packages with the new product, including 6 packs, 12 packs, 18 packs, 24 packs, 22oz bottles, and 16oz aluminum bottles.”

BBD quoted a retailer as saying A-B was seeking incremental space in coolers with Bud Light Lime.

Some distributors were surprised by the announcement, BBD reported.

"I didn't see this coming,” BBD quoted one as saying. “We hadn't heard about it at all, we just got this letter.”

Brew Blog's reporting about Bud Light Lime can be seen here.

The Beer Marketers' Insights home page is here.

The Beer Business Daily home page is here.

CORRECTION: Brew Blog has been informed that there are no 18 packs at this time with the rollout.