But the new-flavor strategy has not produced the same returns it once did.
"That flavor game gets more and more difficult to cycle," said Benj Steinman, president of beer trade publication Beer Marketer's Insights.
New flavored malt beverage brands that have already hit the market this year include Henry's Hard Soda by Miller Coors, which checks in at a modest 4.2% alcohol by volume, putting it in line with most light beers.
On Wednesday, North American Breweries announced it would begin selling Seagram's Hard Soda on March 1 in flavors such as cherry cola, grape soda, lemon n' lime and orange cream.
Byen ligger en dagstur fra badebyene i Kroatia, men her finnes flere overnattingssteder som har blitt bygd opp igjen de siste årene.
Vi dro hit på dagstur fra Dubrovnik med en jente på snart 3 år og en gutt på snart 5 år.
Even as it invests behind Ritas, A-B In Bev has entered the hard soda market with a new brand called Best Damn Brewing Co., whose first product is a hard soda called Best Damn Root Beer.
"We stayed in one part of the market, the higher alcohol segment.And there was a lot of activity in both the higher and the lower alcohol segment, and we didn't capture any of the activity in the lower-alcohol segment," he said.