AB Launches Bacardi Silver Watermelon

Anheuser-Busch is launching Bacardi Silver Watermelon, a premium flavored malt beverage with the refreshing taste of a summer watermelon. And just in time for spring and summer BBQs, Bacardi Silver has developed drink recipes made for the new flavor introduction such as Boysenberry Bling-Bling, Watermelon Sour and Melon Dollar Baby. All recipes are available at www.bacardisilver.com.

"Adults who enjoy flavored malt beverages continue to look for what's new and hip when making a beverage choice, which is why we developed Bacardi Silver Watermelon," said Geri Hirsch, brand manager, High End Products, Anheuser-Busch Inc. "Providing a new flavor like Bacardi Silver Watermelon, and combining it with delicious drink recipes, gives adults innovative, fun and refreshing beverage options."

Watermelon is the latest flavor addition to the Bacardi Silver family that includes Bacardi Silver O3, Bacardi Silver RAZ, Bacardi Silver Low Carb Black Cherry, Bacardi Silver Low Carb Green Apple and the original Bacardi Silver. Bacardi Silver Watermelon's aroma is like cutting into a ripe watermelon, with hints of both fresh juice and crisp rind, according to brand developers.

Bacardi Silver Watermelon will be available in six-packs of 12-ounce bottles and a 24-ounce single-serve bottles. The applied plastic label features the Bacardi Bat Device trademark logo centered above the Bacardi Silver trademark logo.

A new advertising campaign will launch in tandem with the release of Bacardi Silver Watermelon. The new campaign, titled "Bacardi Silver Manual" will introduce subtle humor to place adult co-eds in awkward social situations. The "Bacardi Silver Manual" offers clever, tongue-in-cheek tips and guidelines to help them get out of the tricky situation they find themselves in. Television advertising will appear on prime time, sports, late night and female cable programming.

"The introduction of Bacardi Silver Watermelon is another example of how two dynamic companies work together to produce innovative products that continue to meet the needs of adult consumers who thirst for variety," said Celio Romanach, vice president and managing director, Bacardi Beverage Company, a division of Bacardi U.S.A Inc. "We're proud to continue our relationship with Anheuser-Busch and we're excited about the new addition of Watermelon to the Bacardi Silver family of products."

Bacardi Silver Watermelon is 5 percent alcohol by volume and is bottled at Anheuser-Busch's Baldwinsville, N.Y., brewery. The brand's suggested pricing will be on par with other flavors in the Bacardi Silver line.