Budweiser Ritas are flavored malt beverages that were first introduced by Anheuser-Busch in the early 2000s. The drinks were part of the ‘Ritas’ line of products, which also included Straw-Ber-Rita, Lime-A-Rita, Mang-O-Rita, and other flavors. The Ritas were known for their sweet, fruity taste and higher alcohol content (typically 8% ABV). They quickly became popular summer drinks across the United States.
The Origins of Budweiser Ritas
Anheuser-Busch first launched the Bud Light Lime Rita in 2012. It was designed to appeal to both male and female drinkers as a lighter, refreshing version of the company’s iconic Bud Light beer. The Lime-A-Rita combined Bud Light beer with flavors like lime and mango, along with spirits like tequila. It was the first “Rita” in the line of flavored malt beverages.
The drinks were a huge success, especially among younger drinkers. Within a year, sales of Bud Light Lime Rita exceeded $500 million. This led Anheuser-Busch to introduce other flavors like Straw-Ber-Rita, Mang-O-Rita, Raz-Ber-Rita, Cran-Brrr-Rita, and more. By 2013, the Bud Light Ritas had surpassed $1 billion in sales and became the most successful new beer product in decades.
The Rise in Popularity
Several factors led to the massive popularity of Budweiser Ritas in the early 2010s:
- Unique flavor profiles: The Ritas offered sweet, fruity flavors like mango, lime, strawberry, and more. These tropical flavor combinations were new and exciting for many drinkers at the time.
- Higher alcohol content: With around 8% ABV, the Ritas had significantly more alcohol than typical beers. This gave them an advantage in the market.
- Budweiser brand recognition: Leveraging the famous Budweiser name likely helped drive interest and trust in the new products.
- Targeted marketing: Anheuser-Busch promoted the drinks heavily each summer, positioning them as refreshing choices for beach days, barbecues, and warm weather activities.
- Low prices: Ritas were very affordable at just around $2-3 per tallboy can in most markets. This made them accessible to a wide demographic.
Within just a few years, Ritas went from a niche new product to one of the top sellers for Anheuser-Busch. Their sweet flavors, mild carbonation and higher alcohol content made them popular choices for summertime drinking. Ritas were everywhere – from supermarket shelves to pool parties to bars and restaurants.
The Decline
However, after reaching their peak popularity around 2015, Budweiser Rita sales began to decline significantly. There are a few reasons for this fall from favor:
- Market saturation: As more flavors and brands entered the hard seltzer and FMB space, competition grew. Ritas lost some of their uniqueness.
- Changing consumer tastes: Health trends and growing interest in craft beer, wine and spirits impacted sales of mass-market malt beverages like Ritas.
- Less targeted marketing: Anheuser-Busch did not adapt Rita marketing campaigns effectively as consumer interests evolved.
- Seasonal perception: Ritas were seen primarily as a summer seasonal drink rather than a year-round product.
While still available, Ritas saw sales drop by double-digit percentages year over year by the late 2010s. Anheuser-Busch eventually discontinued some flavors, like Raz-Ber-Rita and Cran-Brrr-Rita, that were not selling well anymore. Overall distribution and shelf space dedicated to Ritas declined significantly across all major retail channels.
Discontinuation Rumors
By 2019, with sales struggling, rumors began circulating that Anheuser-Busch was considering discontinuing the entire Rita product line, including flagship flavors like Lime-A-Rita and Straw-Ber-Rita. Some reasons why discontinuation was considered:
- Declining sales and loss of consumer interest
- Need to streamline production and distribution
- High sugar content compared to newer products like hard seltzers
- Opportunity to shift focus to other brands and innovations
However, Anheuser-Busch never officially confirmed these rumors that Budweiser Ritas would be going away for good. While the company has not actively promoted the brand recently, Ritas are still in production and available in many markets as of 2023.
Current Status and Availability
Here is a summary of the current status of major Budweiser Rita products:
| Rita Flavor | Current Availability |
|---|---|
| Lime-A-Rita | Still widely available nationwide |
| Straw-Ber-Rita | Still available but distribution has declined |
| Mang-O-Rita | Limited seasonal availability |
| Raz-Ber-Rita | Discontinued since 2018 |
| Cran-Brrr-Rita | Discontinued since 2019 |
While their popularity has faded, signature flavors like Lime-A-Rita and Straw-Ber-Rita can still be found at many major retail chains. However, distribution is much more limited compared to their peak in the early 2010s. Flavors like Raz-Ber-Rita and Cran-Brrr-Rita have been discontinued entirely.
Overall availability depends on location – Ritas can still be found with decent selection in some markets, while other areas may just carry one or two flavors. Checking availability at local grocery/convenience stores or contacting local Anheuser-Busch distributors directly may be necessary to locate specific flavors.
Why Haven’t They Been Discontinued?
Despite the declines, there are some factors that have likely influenced Anheuser-Busch to keep Budweiser Ritas around in some capacity:
- Brand equity – Ritas still have strong brand recognition and nostalgia factor.
- Seasonal sales – While slowed, Ritas still see sales spikes during summer months.
- Variety – Offers more flavor options compared to major seltzer brands.
- Low cannibalization – Ritas and seltzers appeal to largely separate consumer segments.
- Profitability – Margins may remain decent even with moderate sales volumes.
Essentially, it appears the sales levels and profitability have not fallen low enough for Anheuser-Busch to justify fully discontinuing major Rita products altogether. While the brand does not see the sales it once did, it retains enough seasonal relevance and equity to remain active in select markets.
The Future Outlook
Looking ahead, Budweiser Ritas likely face an uncertain future. Anheuser-Busch has not revealed any specific plans for the brand. A few potential scenarios include:
- Further decline – Sales slowly continue to fall, leading to wider discontinuation.
- Stabilization – Ritas maintain a small but steady year-round customer base.
- Relaunch – Potential reformulation and rebranding to turn sales around.
- Innovation – New flavors or variations to regain relevance.
- Replacement – A-B shifts focus to newer, faster-growing brands instead.
While rumors of imminent discontinuation have so far proven untrue, Budweiser Ritas no longer have the sales power or visibility they once did. Anheuser-Busch will need to innovate or make some type of change if they hope to revitalize the brand in a meaningful way. But for now, original flavors can still be found for nostalgic fans to enjoy during summertime.
Conclusion
Budweiser Ritas were once the drink of the summer – a hugely popular flavored malt beverage brand reaching over $1 billion in sales at their peak. However, declines set in by the mid 2010s due to shifting consumer preferences, competition, and other factors. Despite rumors of discontinuation, core flavors like Lime-A-Rita and Straw-Ber-Rita are still available, though on a smaller scale. While unlikely to regain their former prominence, Ritas retain enough niche popularity and brand equity to remain on shelves for now, especially during warmer months when seasonal sales pick up. But the future is uncertain – Anheuser-Busch will need to innovate to prevent the drinks from going the way of discontinued flavors like Raz-Ber-Rita. Nostalgic fans can hope the classics sticks around, even if the days of Ritas’ astronomical success are likely now in the past.