News Briefs for February 11, 2015
February 11, 2015•AB InBev has officially unveiled a new flavored malt beverage (FMB) cocktail brand under the Bud Light franchise, Bud Light Mixxtail.The new range is an 8%-abv cocktail concept debuting with three flavors—Long Island, Firewalker and Hurricane—and is suggested to be served over ice. Mixxtail is launching in 8-packs of 11.5-ounce recloseable aluminum bottles and single-serve 16-ounce and 25-ounce cans beginning February 16. In announcing the launch, which will be backed by digital, print and TV ads, AB said it expected Mixxtail to show similar results to those of its highly successful Bud Light Lime Rita line, which was introduced in 2012 and continues to see strong growth. Bud Light vice president Alexander Lambrecht told the Wall Street Journal that AB InBev is looking to double its share of the FMB category from its current 25% in the years ahead.
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Subscribe to Shanken News Daily’s Email Newsletter, delivered to your inbox each morning.Tagged : ABI, Anheuser-Busch InBev, Bud Light
