A twist of lime, indie music for beer launches

On a recent evening at New York’s Maritime Hotel, the members of electronica duo Yacht are spastically flinging themselves about in front of a crowd of indie-label types and their fans, advertising salespeople and Anheuser-Busch executives from St. Louis.

It’s one of several events in such cities as Los Angeles and Chicago leading up to the national release of Bud Light Lime on April 28, a Mexican-style beer in the vein of Corona Extra. While Bud Light Lime takes its cue from Mexican culture, much of its $35 million launch will be directed at fans of indie rock, electronica and dance music.”*

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