Lime-A-Rita Expands Family with Introduction of “Splash,”
A Refreshing and Lighter Tasting, Easy To Drink Margarita Option
NEW YORK (February 18, 2016) – Lime-A-Rita is gearing up for National Margarita Day on Monday, Feb. 22 with the launch of “Fiesta Ready,” the most significant advertising and marketing campaign since the Lime-A-Rita brand launched in 2012. “Fiesta Ready” focuses on celebrating “margarita moments” – those special moments when a margarita can change everyday occasions in truly unexpected ways.
The “Fiesta Ready” campaign will bring the party to consumers during moments they least expect it, but need it the most. From the end of a long workday, to a busy commute, to the middle seat of a packed flight, Lime-A-Rita is going all out to surprise and delight consumers in 2016. The first of five commercials – created by FCB Chicago – debuted during the GRAMMY’s telecast on Monday, Feb.15. In addition to TV, the brand will unveil billboards, train wraps, elevator TV, heated bus shelters and innovative media partnerships throughout the year.
On Monday, Feb 22, Lime-A-Rita will help New York City consumers celebrate National Margarita Day with a surprise event that will show-up unexpectedly at the end of the workday.
The excitement doesn’t end there for Lime-A-Rita. The brand is thrilled to introduce Lime-A-Rita Splash – a refreshing new take on the traditional margarita. Lime-A-Rita Splash will allow consumers to treat themselves and indulge in “margarita moments” more often. Splash provides consumers with a variety of choices and taste experiences for any occasion.
“When it launched in 2012, Lime-A-Rita shook up the Flavored Malt Beverage category, and has proven to be one of the most successful innovations within the beer industry, to-date,” said Mallika Monteiro, senior director of Lime-A-Rita. “With the introduction of Splash, Lime-A-Rita continues to reinvent the category as a convenient cocktail solution that helps our consumers extend the weekend, and treat themselves to a margarita whenever they choose.”
Lime-A-Rita Splash will launch with a disruptive 360 degree campaign inclusive of TV, out-of-home advertising and new partnerships. Splash will officially be in stores beginning on Monday, March 7, and will be available in six-pack, 12 oz. glass bottles. Splash is a 4% alc/vol flavored malt beverage that’s as easy to drink as it is delicious. The two inaugural flavors will be Lime-A-Rita Splash and Straw-Ber-Rita Splash.
But that’s not all the news from the Lime-A-Rita family. The year ahead will be full of exciting flavor launches including but not limited to Water-Melon-Rita, a new seasonal summer flavor plus a variety of additional flavors that will be introduced throughout the year catered to select markets.
For more information on Lime-A-Rita and Lime-A-Rita Splash, visit www.limearita.com or follow the conversation on social media with #MargaReady.
For more than 160 years, Anheuser-Busch and its world-class brewmasters have carried on a legacy of brewing America's most-popular beers. Starting with the finest ingredients sourced from Anheuser-Busch's family of growers, every batch is crafted using the same exacting standards and time-honored traditions passed down through generations of proud Anheuser-Busch brewmasters and employees. Best known for its fine American-style lagers, Budweiser and Bud Light, the company's beers lead numerous beer segments. Budweiser and Bud Light Lime Lime-A-Rita were named Brands of the Year for the Beer and the Spirits, Malt Beverages and Wine categories, respectively, by Ace Metrix® in 2014. Anheuser-Busch is the U.S. arm of Anheuser-Busch InBev and operates 17 local breweries, 21 distributorships and 23 agricultural and packaging facilities across the United States. The company committed to investing more than $1.5 billion in its U.S. brewing, agriculture, packaging and distributing operations by 2018. Its flagship brewery remains in St. Louis, Mo., and is among the global company's largest and most technologically-capable breweries. Visitor and special beermaster tours are available at its St. Louis and five other Anheuser-Busch breweries. For more information, visit www.anheuser-busch.com.