Anheuser-Busch Hopes Millennials Will Enjoy the ‘Bold, Smooth Cocktail Flavor’ of MixxTails

Anheuser-Busch Hopes Millennials Will Enjoy the ‘Bold, Smooth Cocktail Flavor’ of MixxTails
Anheuser-Busch Hopes Millennials Will Enjoy the ‘Bold, Smooth Cocktail Flavor’ of MixxTails

Anheuser-Busch

Bud Light MixxTails hit the market on February 16.

Beginning February 16, Anheuser-Busch InBev will distribute new Bud Light MixxTails in three flavors: Long Island, Hurricane, and Firewalker, reports the company has announced.

Aimed the same demographic of millennials who appreciate the Bud Light Lime-A-Rita, MixxTails offer an 8 percent ABV and combine “the great taste of America’s favorite cocktail flavors with the uniquely smooth and refreshing finish expected from a Bud Light.” A standard can of Bud Light, on the other hand, offers only 4.20 percent ABV.

As The Wall Street Journal points out, the history of sweet malted beverages is less than stellar. In 2010, New York senator Chuck Schumer urged the FDA to investigate alcohol companies’ marketing practices, alleging that sweet alcoholic drinks specifically targeted young people.

Does anyone remember, for instance, the disaster that was Four Loko?

“It’s a dangerously high alcohol content and because it goes down quick and easy, you (can) have a kid in the hospital,” Dylan Ellerbee of the North Carolina Alcohol Policy Alliance, told The Wall Street Journal.

Anheuser-Busch, however, seems to be looking at their demographic differently, chalking the creation of MixxTails to “consumers’ demand for more variety, mixology and easy, convenient cocktail solutions.”

Related Links
Farewell, Four LokoJustin Timberlake Suiting Up for Bud Light PlatinumGiant Bud Light Party Ruffles Feathers in Tiny Colorado TownBeer Cocktails Jump the Shark with Bud Light Lime-a-Rita