A-B Rolling Out Chill Clone
May 5 launch.

Anheuser-Busch has confirmed that it’s planning a national rollout of Bud Light Lime. Bud Light Lime, whose launch was first reported by Brew Blog, will be introduced nationally on May 5. It will be backed with a $35 million marketing campaign, according to reports in beer industry trade magazines.

The brand, which will come in a clear glass bottle with an APL label, will be rolled out with no test-marketing. A-B has launched literally dozens of new products over the past two years in an effort to mine niches and seek new sources of volume (it’s already discontinued some new products).
Now that Miller Chill has proven itself in the market, A-B appears to be going after it. In an interview with Beer Marketers’ Insights, A-B top marketer Dave Peacock said the brewer was deliberate in crafting the beer.

From the interview:
Dave pointed to extensive research that began 2 yrs ago and first led to Bud Light Chelada. Before pulling trigger on Bud Light Lime, AB "had to make sure" it "didn't disenfranchise our core drinker."

BMI notes another reason for A-B introducing the brew now:

But yet another reason for rollout is that Bud family declined in 07 and total beer mkt appears tuffer in 08, with some early trading down in rapidly decelerating economy. This big bet is intended as needed shot-in-arm to volume, down slightly in early 08. Beer Business Daily, meanwhile, reported that A-B “will be rolling out lots of packages with the new product, including 6 packs, 12 packs, 18 packs, 24 packs, 22oz bottles, and 16oz aluminum bottles.” BBD quoted a retailer as saying A-B was seeking incremental space in coolers with Bud Light Lime. Some distributors were surprised by the announcement, BBD reported. "I didn't see this coming,” BBD quoted one as saying. “We hadn't heard about it at all, we just got this letter.”

Wow, another tasty offering from A-B..........You know what would be great if one day I get a press release from A-B and it says A-B to rollout new IPA or Hefeweizen or Stout on a national level with their name on it. One of my very good beer buddies defends them to the death with the special releases they have through their subs and the beers they release but it is a disgrace to call yourself a fan of beer or the industry for that matter when you continue to release these types of concoctions. No wonder I always get the "it tastes like beer" or "isn't all beer the same" well it is if you only drink offerings from the big 3 or crappy imports...............arrgh!

Meh, I'm not surprised.

At least they are calling it what it truly is. Bud Light Lime, instead of Miller trying to pass off their lime flavored Miller Lite as a Chelada. I was under the impresson that a traditional Chelada was Negra Modelo served on the rocks with fresh lime juice and a salted rim. On the other hand, didn't AB come out with a beer called Chelada that was Bud & Clamato juice which is even further off then Miller Chill? Hmmm, maybe I should retract my previous statement.

I always have to laugh at my tasting notes for Miller Chill. "Initial aromas of Fruity Pebbles and Baby Vomit are apparent."

http://www.webtender.com/db/drink/1465
This is what I've always known a Michelada to be (except I had it with lime)... that's what I got when I went to a Mexican restaurant in Southern Texas (one mile from the border where they only speak Spanish) and ordered one.

Can't blame Miller for Miller Chill, though. It's been selling huge. A company that big can't really choose to make a stand as much as people would always like. Especially for something like craft beer... they can take a stand against apartheid, child labor and things like that... but craft beer? Unfortunately, no. They have to choose money.

Also, if Miller and Budweiser ever merge, I really truly hope they release a Miller Chillada... hahaha. Maybe it's the Bigfoot I'm drinking laughing, but I'm laughing at that!

I can't view that link at work right now, but I was always under the impression that a Michelada was a Chelada I posted above (which is what I was served in Mexico) but with a dash of Hot Sauce.

Well I am also not surprised that Bud is jumping on the newest band wagon to try and take some of Corona's business. Corona's sales have been increasing for many years making it the number one import in the US. This is no surprise considering we are being invaded by Mexicans by the second. Miller Chill is not all that successful FYI, it has been rumored that they are inflating their sales numbers and being in the beer delivery business even during the end of the summer months less chill was being delivered every week. It is a cheap imitation trying to bite into Corona's thriving business. Bud lite Lime is just another attempt. What will end up happening is that some people, (Not the mexicans, which is a huge loyal market) will try bud lime light just like they did chill and its sales might be great for a summer maybe two, but its not a major brand that is going have any long term muscle in the market.

Its a phase just like Bud's idea to brew a beer for Jimmy Buffet, Landshark lager. That will die in a year or two other than at his concerts.

As much as I didn't want to try this stuff, I decided to give it a whirl for a Cinco de Mayo party.


IMO, it was better than Miller Chill, but I also like BL better than Miller. Lime was pretty overpowering and overall it just wasnt all that great but was somewhat drinkable even though i struggled to get the first one down. Later in the night they became a bit easier..lol I definiteyl don't see myself buying anymore of this stuff.