Summer’s here. Bud Light Lime’s the beer.

Anheuser-Busch scored a surprise success with the launch of its Buds Light Lime, a beer that is to compete directly with Miller Chill and Corona Extra.

Despite a so-so response to its last Budweiser extension, Budweiser Select, Anheuser-Busch has launching another, called Bud Light Lime, for which it has earmarked a USD 35 million ad budget. At the Beverage Forum held in New York City in May, David Peacock, Vice-President Marketing at Anheuser-Busch called the product “a beer with a little lime” and justified the launch by saying that the flavoured beer segment in the U.S. grew 7 percent in 2007.

Last year SABMiller launched Miller Chill, a light beer brewed with lime and salt, which sold more than half a million barrels (600,000 hl) during its first year, says SABMiller.

Although Mr Peacock would not say how much volume Anheuser-Busch has been selling of the product since its introduction during the first week of May, a flip comment by Jim Koch says it all. Mr Koch commented: “It took me more than twenty years to grow Samuel Adams from invisible to infinitesimal. And they are doing more in just a month!” Samuel Adams’ current 0.8 percent share of the U.S. beer market warranted a lifetime-achievement award by the Beverage Marketing Corporation, the organisers of the Beverage Forum.

In 2007 Boston Beer sold 1.80 million barrels or 2.1 million hl beer.

As Anheuser-Busch is placing greater emphasis on digital campaigns for its brands, to view Bud Light lime ads, just visit http://www.budlightlime.com Readers familiar with the Corona Extra iconography – beach, sand, sun, sea etc. – will notice immediately who the campaign is aiming at.

It’s a real tongue twister – Bud Light Lime. Try saying it after a few cold ones. Photo: Anheuser-Busch