Imitation definitely is the sincerest form of flattery in the beverage industry. It means you're on top of a fad and a competitor wants to join you before the next fad comes along.
The latest proof of that is Anheuser-Busch's announcement that it is sending Bud Light Lime to the market. It's a natural lime-infused beer similar to the Miller Chill product rival Miller Brewing Co. took national last year, selling 450,000 barrels so far of its lime-and-salt beer.
"Our extensive consumer research indicates that the Bud Light Lime concept and taste are off the charts with today's consumers," said a company memo. "This insight will allow us to take Bud Light to the next level."
The memo said the brand's "consumer target" were light-beer drinkers ages 25 to 54 who prefer a "sweeter" beer.
Should you wonder about the use of the term "chill," it's a derivation of the Spanish chelada, meaning beer with salt and lime.
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