A-B leaves the lime out in a new Tequiza extension

Chura, Hillary
January 2000
Advertising Age;1/31/2000, Vol. 71 Issue 5, p30
Trade Publication
The article reveals the plans of Anheuser-Busch (A-B) to expand its hot-selling tequila-flavor beer brand Tequiza with the launch of Tequiza Extra in 2000. According to Bob Lachky, vice president-brand management at A-B, Tequiza Extra will have a less sweet and fuller tequila flavor. Tequiza also plays off the booming popularity of tequila. Tequila sales have grown seven percent since the mid-1990s, compared with just a one percent gain overall for the alcoholic beverage industry. Information Resources Inc. ranked Tequiza as one of the four best-selling high-end supermarket beers in 1999. Seymour Leikind, an alcohol beverage analyst with Leikind Consulting, remarked that while Tequiza soundly outsold Bud Light in that brew's first year--570,000 barrels to Bud Light's 185,000 barrels--that trend likely will not hold. One factor is Tequiza's small sales slide at the end of 1999, but another is that Bud Light had racked up a phenomenal tally of almost four million barrels in sales by the end of its second year.


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