NÜTRL Vodka Seltzer Will “Keep It Tasty” In New Campaign Featuring Its Latest Flavor, NÜTRL Lime

From Anheuser-Busch:

The new creative brings people together over great taste, while highlighting the brand’s top flavors made with real vodka and real fruit juice.

NEW YORK, NY  – February 19, 2025 – Today, NÜTRL Vodka Seltzer, the #2 spirits-based seltzer on the market¹, announces the national launch of its newest flavor, NÜTRL Lime, through the next evolution of the brand’s “Keep It Tasty” campaign. NÜTRL Lime is featured in the brand’s first spot in a yearlong creative suite that celebrates how great taste is meant to be shared.

Perfectly zesty and refreshingly crisp, this new flavor is ready for the limelight. After a limited release in 2024, NÜTRL Lime received an overwhelmingly positive response from consumers. Now, this citrus-forward flavor is rolling out in 4-packs to seltzer lovers nationwide.

“Our mission has always been to create great-tasting seltzers made with real vodka and real fruit juice. The positive response from our drinkers confirmed we had something special with NÜTRL Lime and inspired us to bring it to a national audience,” said Marisa Siegel, Vice President of Marketing at Anheuser-Busch. “When reimagining the ‘Keep It Tasty’ campaign, it was a no-brainer to feature Lime in our debut spot—not only to introduce our latest addition but also to highlight how sharing NÜTRL with friends makes any moment even tastier.”

The new “Keep It Tasty” yearlong campaign features friends enjoying NÜTRL in high energy settings including the beach, a music festival, a bar and even a house party. The campaign focuses on NÜTRL’s great taste, while introducing a newly developed visual world and suite of creative assets. Brought to life by The Martin Agency, in partnership with ManvsMachine, seltzer drinkers are welcomed into the vibrant world of NÜTRL.

“The idea began with the simplicity of the NÜTRL can. From there, we played with and stretched the NÜTRL wordmark to create a high-energy world radiating from the can, showing that NÜTRL is anything but black-and-white,” said Emily Delius, Senior Art Director at The Martin Agency. “NÜTRL has a huge presence in live music and our fans love the high energy that comes with that experience, so we wanted the new spots to feel less like ads and more like music videos.”

“Keep It Tasty” is an integrated, national campaign that will come to life through four unique 15s spots and five 6s spots each highlighting the great taste and real ingredients of NÜTRL’s key flavors set in fun social occasions. The campaign will roll out across television, digital, OOH, social, radio and retail throughout 2025.

For more information and where to find NÜTRL, visit www.nutrlusa.com and follow on Instagram and Youtube.

¹Circana week ending 12/29/24

About NÜTRL

NÜTRL is a vodka-based seltzer made with vodka, seltzer and real fruit juice. Light and refreshing with a deliciously great taste, NÜTRL is 100 calories, gluten free and has an ABV of 4.5%. NÜTRL is available nationwide in flavor-specific 4-packs as well as three variety pack flavors: Fruit Variety Pack, which includes Pineapple, Watermelon, Black Cherry and Orange; Lemonade Variety Pack, which includes Classic Lemonade, Blackberry Lemonade, Peach Lemonade and Strawberry Lemonade; and Cranberry Variety Pack, which includes Classic Cranberry, Cranberry Orange, Cranberry Grapefruit and Cranberry Apple. In 2025, NÜTRL introduced Lime available in 4-packs.

About Anheuser-Busch

At Anheuser-Busch, our purpose is to create a future with more cheers. For more than 165 years, we have delivered a legacy of brewing great-tasting, high-quality beers that have satisfied beer drinkers for generations. As a leading American manufacturer and the nation’s top brewer, we drive economic prosperity nationwide through investments in our people, facilities, and communities. We are the only brewer that invests in the U.S. at this scale.

We are home to the nation’s most iconic beer and beyond beer brands, including Michelob ULTRA, Busch Light, Budweiser, Bud Light, Stella Artois, and Cutwater, as well as industry-leading regional craft brands. From our longstanding efforts to support American farmers, military, veterans, and first responders, to emergency drinking water donations and responsible drinking programs, we are guided by our commitment to the communities we call home and the 65,000 hardworking Americans who bring our beer to life. That’s who we are. For more information, visit www.anheuser-busch.com or follow Anheuser-Busch on LinkedIn, X, Facebook, and Instagram.