July 7, 2014

Are Bud Light’s Fruity ‘Ritas Cool Enough for the Heat? Consumers Mostly Think So

Since summer is officially here, we thought it would be a good idea to get our drink on. That is, we wanted to understand how consumers perceive Bud Light’s seasonal margarita- and fruit-flavored beers…while sampling a few ourselves on GutCheck’s awesome patio (OK, I made up that last part).

Using a quant/qual approach, we launched an Instant Research Community of 31 legal-aged respondents who had previously tried Bud Light’s original margarita-flavored Lime-a-rita, and polled an additional 251 beer, margarita, or flavored malt beverage drinkers through Google Consumer Surveys, in order to find out:

Research Objectives

  • The initial appeal of Bud Light’s flavored beers and the ideal scenarios for enjoying them
  • How new flavors stack up next to traditional ones
  • What changes, if any, consumers would suggest