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Brief Published: 6 Mar 2015

Bud Light Targets Millennials

Bud Light Mixxtails

US sales of light beer are expected to fall to a 10-year low in 2015, as millennial consumers increasingly seek out craft beers, ciders and sweeter drinks. To recoup some of this lost market share, US brewery Anheuser-Busch has introduced Bud Light Mixxtails, expanding its range of cocktail-flavoured malt beverages.

The 8% ABV beverages – twice as strong as regular Bud Light – come in three flavours evoking popular American cocktails: a citrus-based Long Island, fruit-based Hurricane, and the cinnamon and apple-flavoured Firewalker.

The American brewer first debuted cocktail-style drinks in 2012 with the launch of Bud Light Lime-A-Rita. The following year, Bud Light Straw-Ber-Rita was introduced, which became the largest share gainer in the beer industry for 2013, according to Chicago-based market research company IRI. The Lime-A-Rita currently accounts for more than a third of US sales in the flavoured malt beverage market, leading US market research firm Nielsen to choose it as one of its Breakthrough Innovation Award Winners in 2014, as Stylus reported in Cult of Craft: Beer & Millennials.

Read more about how changing consumer preferences are impacting alcohol product development in Gen Y: The New Wine Consumer, Reframing Wine, Alcohol Trends 2014, Extreme Beer Flavours and Hard Cider's US Rise.