Bud Light Lime sales top $133m

The world’s two largest brewers, A-B InBev and SABMiller, were behind two of the 10 most successful US brand launches last year.

With sales totalling $133 million, A-B InBev’s Bud Light Lime came second after Campbell’s Select Harvest Soup (sales: $202 million) in a top-10 of new food and beverage brands, compiled by market analyst group Information Resources (IR).

MGD64 – a low calorie offering from SABMiller and Molson Coors joint venture MillerCoors – came seventh in the roll of honour, with sales hitting the $53 million mark in the brand’s first year.

“These brands represent true attention to detail when it comes to delivering what consumers want and need in a difficult economy,” said IR’s Ann Berlack, introducing the group’s annual New Product Pacesetters Report.

“Many consumers feel hesitant about trying new brands during tough economic times. As a result, we’ve seen tremendous growth from brand extensions, bringing to market a new product by leveraging a pre-existing, trusted brand.”

Bud Light Lime is a 4.2% abv extension of the States’ best selling beer, offering drinkers a “100% natural lime” flavour. The brand is available across the country in 12oz bottles, containing 116 calories per serving.

MGD 64 is marketed as a lighter version of Miller Genuine Draught, weighing in with an abv of 3%. MillerCoors claims the brew is the lightest on the market, packing just 64 calories and 2.4 carbs per serving.

By Rob Brown

Based on the following sources:
http://www.brewersguardian.com/