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New Lime-A-Rita graphics put fun, flavor, and females first

Anheuser-Busch rebrands its RTD canned margarita beverage to appeal specifically to females and elevates the brand with pop art-inspired package graphics that focus on fruit and flavor.

Anheuser-Busch brand Lime-A-Rita, a line of RTD margaritas in a variety of fruit flavors, has received a head-to-toe makeover.
Anheuser-Busch brand Lime-A-Rita, a line of RTD margaritas in a variety of fruit flavors, has received a head-to-toe makeover.

Anheuser-Busch brand Lime-A-Rita, a line of premixed margaritas in a variety of fruit flavors, has received a head-to-toe makeover, encouraging female consumers to “Make it a Margarita Moment.” With the brand redesign and a new marketing campaign, Lime-A-Rita has become the first product in Anheuser-Busch’s U.S. portfolio to market exclusively to women.

According to Anheuser-Busch, since Lime-A-Rita’s arrival on shelves in 2012, the RTD mixed drink has resonated with women. “Today, women represent 51 percent of the U.S. population and drive 85 percent of consumer purchasing decisions through their influence and buying power,” the company says. “Paired with the knowledge that female drinkers are strong advocates for Lime-A-Rita, the brand saw a unique opportunity to transform a beverage category that it successfully reinvigorated five years ago.”

At the time of the redesign, existing graphics for Lime-A-Rita’s aluminum can packaging were “great,” says Selena Kalvaria, Senior Director for Lime-A-Rita. “But we wanted something that embodied the new direction of the brand—an elevated visual expression of the fun and dynamic personality of Lime-A-Rita,” she adds.

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