Anheuser-Busch is entering the hard spirits category with Natural Light flavored vodka, an extension of its Natural Light beer and other beverages.
Natural Light vodka will be sold in Lemonade, Strawberry Lemonade, and Black Cherry Lemonade flavors, in 50ml and 750ml bottles. Anheuser-Busch is backing the new product with a money-back guarantee up to Sept. 13, subject to state regulations.
Part of the “light” nomenclature is a lighter load of alcohol. Natural Light will be 60 proof (30% alcohol by volume); most mainstream vodkas are 80 proof. Anheuser-Busch is hoping to tap into the market for mixed drinks that are intense on flavor but easy on alcohol.
“Natural Light is constantly looking to innovate to meet the evolving flavor preferences of our fans. Nothing is off the table,” group vice president Daniel Blake said in a statement. “Flavored vodka is one of the fastest growing segments in spirits, and we knew Natty was the brand to show up to the party with a great tasting offering to set us apart.”
Natural Vodka is “available now in select states,” the company’s statement said, although it did not refer to a national rollout.
Other Anheuser-Busch Natural Light products include Naturdays Frozen Icicles, Natural Light Sour Seltzers and Naturdays Pineapple Lemonade.