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Bud Light Lime-a-Rita Keeps Eluding Our Grasp, Possibly For The Best
By
Christopher Robbins
Published May 24, 2012
Modified May 24, 2012
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By
Christopher Robbins
Published May 24, 2012
Modified May 24, 2012
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Call us old fashioned or uncouth, but coffee isn't nearly enough to take the edge off in this humidity: we demand margaritas. Or, canned malt beverages that are designed to taste like spirits but are actually 8% ABV Frankendrinks. After reading HuffPo's raving "fairly palatable" review, we've been prowling bodegas and Duane Reades in Manhattan and Brooklyn for Bud Light's new
youth marketing Trojan horse
concoction, Bud Light Lime-A-Rita, but have come up short. We even asked one large beer distributor in New Jersey if they stocked it. "We tasted it and decided not to keep it in stock," a clerk told us. Your loss: you have to put Hennessy in it to unlock the magic.
Besides just being an all-around beneficent, loving company, why did InBev decide to delve into the canned sugarbooze market? Bud Light's vice president Mike Sundet explains: "Beer drinkers were already mixing Bud Light Lime into margaritas to create ‘beer ritas’; Lime-a-Rita just adds a new level of convenience by providing a beverage with the perfect balance of flavors." Previously we felt bad for kicking those people out of our parties, but now they can just get a sixer of this stuff and watch Vin Diesel movies.
Have you had this stuff? Where can we find it? How much would you pay to see a one-man show dedicated to the tragicomic search for the world's most "perfect" margarita? $60? $80?
Tagged
bud light
bud light lime
lime-a-rita
summer
vin diesel
Christopher Robbins
Christopher Robbins is a New York City reporter covering transportation, affordable housing, local politics, and criminal justice. His work has also appeared in New York Magazine, The Village Voice and The New York Times. Chris is a graduate of Patrick Henry High School in Roanoke, Virginia, and enjoys biking to Fort Tilden in the summertime.
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