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Marketing

Bud Light releases limited-edition orange flavor in time for summer

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By Minda Smiley, Reporter

April 9, 2018 | 3 min read

Bud Light Orange will be hitting store shelves for a limited time this summer as the brand aims to further make its mark in the flavored beer category.

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The new flavor arrives 10 years after Anheuser-Busch brand first entered the flavored category with the launch of Bud Light Lime in 2008. According to Bud Light, the brand is revealing a “refreshed” version of its lime offering this summer as well.

Wieden + Kennedy New York, which has been Bud Light’s lead agency since 2015 and is responsible for the brand’s popular ‘Dilly Dilly’ catchphrase, created two spots to promote the orange and lime flavors ahead of summer.

The launch of Bud Light Orange comes as the flavored beer segment continues to grow. According to a 2016 report out of market research firm Mintel, the proportion of new flavored beer product launches grew from 15% of total US beer launches in 2010 to 27% in 2015, marking an 80% increase over the five-year period.

"Our millennial consumers are eager to try new, flavored options in the light lager category. We wanted to create something new to engage with these consumers and bring them into the Bud Light family," said Andy Goeler, vice president of marketing at Bud Light, in a statement. "Flavored beer has seen steady growth with consumers continually looking for higher quality beverages made with real, natural flavors. Bud Light Lime and Bud Light Orange answers that call and reinforces Bud Light's commitment to quality consumers have trusted for over 35 years."

Bud Light sales have struggled in recent years in the face of competition from craft beers. According to Beer Marketer’s Insights, Bud Light suffered its biggest annual volume decline ever in 2017, dropping 5.7%.

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