Tajin and Bud Light team up to release new chelada offering

A Houston maker of a chili-lime seasoning is looking to grab a share of the booming beer cocktail market by teaming with the best selling light lager in the U.S.

Just in time for the summer picnic and barbecue season, Tajin and Bud Light this week launched a new beer, Bud Light Chelada Tajín Chile Limón, which combines the crisp light beer with the slightly spicy, slightly tart chili-lime seasoning.

“Bud Light has always had a deep understanding of our fan base and their preferences — whether that be their passions, habits or the flavors they love,” said Steve Wolf, vice president of marketing for Bud Light Extensions, in a statement announcing the collaboration. 

The new product could prove popular in the Houston area. Bud Light, produced by Anheuser-Busch InBev, is the top-selling beer in the United States. Tajín, a Mexican company with its U.S. operations based in Houston, is the top chili-lime seasoning in both countries.

The launch is the latest addition to the booming national market for micheladas and cheladas. For those unfamiliar with the two drinks, which are close cousins of sorts, the chelada is the simpler of the two — a lager-style beer, dressed, sometimes simply, with a squirt of lime juice and a rim of salt. The more robust michelada is a dressed beer cocktail, featuring tomato juice as its base. 

As well, the new drink comes a month after the Distilled Spirits Council of the United States said that 2022 was the first year in which spirits surpassed beer’s market share, rising to 42.1 percent compared with beer at 41.9 percent. 

Related: Where to get loaded Bloody Marys and Micheladas in Houston area

Less than a decade ago, it was uncommon to see canned cheladas in refrigerated cases at groceries and convenience stores. Budweiser and Bud Light in 2008 were among the first to release a Clamato version of their beers. But it took until 2014 for Mexican beer brand Modelo to begin selling its spicy chelada nationwide; a lime- and salt-version arrived in 2019. MillerCoors began distributing Sol spicy-tomato chelada in the U.S. in 2019 and a lime and salt version in 2020. Today there are a dozen varieties produced by major brewers, in various flavors and with different levels of heat.  

The new Bud Light Chelada Tajín Chile Limón will be available nationwide and sold in 25-ounce cans. At 4.2 percent alcohol by volume, fairly typical of a light beer, it would be considered a “session beer” — meaning it’s a good choice if you’re planning to have several drinks during a sunny afternoon.

The Chronicle was unable to find Bud Light Chelada Tajín Chile Limón in a half-dozen gas stations and package stores surveyed Monday, the day it launched. Employees at several locations suggested we check back when the stores receive beer shipments later in the week.

Can’t wait? There’s always the traditional route: Buy a Bud Light and dress it with Tajin. 

erica.grieder@houstonchronicle.com