Big beer companies have seen profits sinking for a number of years now because millennials have been switching to craft brews, wine, and marijuana. Anheuser-Busch InBev will attempt to woo millennials with their brand new Bud Light Orange. A light lager that is brewed with real orange peels and boasts a “clean and crisp taste that highlights natural citrus flavors.”
Citrus-flavored brews account for 84% of the flavored beer market and orange-flavored beers have grown six-fold in the last five years. Bud Light has already had favorable results with Bud Light Lime and will attempt to replicate the success of the orange-flavored Blue Moon as well as other orange-flavored beers such as Shock Top Belgian Ale and Leinenkugel’s Orange Shandy. In February, MillerCoors launched their new citrus-flavored beer called Two Hats. Not to mention the explosion of orange-flavored craft beers. Bud Light recognizes that millennials are eager to taste new flavors.
“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, Bud Light. “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 Orange is 4.2% ABV and has 142 calories. Bud Light Orange will be marketed as a light and refreshing beer that is perfect for a hot day in the summer. While Bud Light Lime is available year-round, Bud Light Orange will only be available nationwide from April through September. Speaking of summer beers, check out the seven “must try” seasonal brews for the summer HERE.