ST LOUIS: US brewing giant Anheuser-Busch is spending $35 million (€23.9m; £17.8m) to promote its next Budweiser brand extension, Bud Light Lime. The May launch will be supported by television, print and online advertising, merchandizing and sampling.

The company is going head to head with rival Miller Brewing's lime-and-salt flavored Miller Chill brand, launched successfully last year.

A-B says BL Lime is aimed at women drinkers,blue-collar urban males who like mainstream imported beers such as Heineken and Corona, trend­setters' interested in fitness and appearance, and those people who avoid beer as a rule.

Comments vp-innovations Pat McGauley: "Our extensive consumer research indicates that the Bud Light Lime concept and taste are off the charts with today's consumers."

Data sourced from; additional content by WARC staff