Feb. 12, 2015 – If you can’t beat ‘em, join ‘em. That’s what major breweries are doing with gusto. Tired of losing market share to spirits companies, Anheuser-Busch InBev and MillerCoors are rolling out beers flavored to taste like cocktails.
The Wall Street Journal reports that the category’s share of the $100 billion U.S. beer market has doubled over the past five years to 4%. Hybrid beers are sweeter than regular beer and appeal to millennial drinkers giving brewers an opportunity to expand at the expense of both wine and spirits. The sweeter drinks also appeal to underage drinkers and can be dangerous since the alcohol content is higher, usually around 8%. This is of concern to public health advocates.
In 2012 Budweiser launched the highly successful bud Light Lime-A-Rita, which accounts for 25% of the flavored malt category. Their newest entry, Mixx Tail, will be promoted at the NBA All-Star Game in New York on February 15. “With Bud Light Mixx Tail, consumers spoke and we listened. We created a cocktail-inspired beverage to quench consumers’ demand for more variety, mixology and easy, convenient cocktail solutions,” said Alexander Lambrecht, vice president, Bud Light.
Mixx Tail comes in three flavors – Firewalker, Hurricane and Long Island Iced Tea. The drinks are best served over ice. Mixx Tails will be available in 11.5 oz. resealable aluminum bottles and single serve 16 oz. and 25 oz. can beginning February 16.