The brewer removed "Bud Light" from Lime-a-Rita cans this year. Last summer, it launched Bud Light Orange, brewed with orange peels. The product, with slightly more calories, is sweet and fruity, akin to an orange soda with alcohol, some drinkers say. Whitworth said it was one of the industrys most successful new products of 2018, boosting sales and margins and bringing in more female drinkers. The company hopes some Bud Light Orange drinkers will become regular Bud Light fans. Bud Light has partnerships with 28 of the 32 NFL teams, including this seasons finalists, the Los Angeles Rams and the Boston-based New England Patriots. But its marketing efforts with them have been modest to date, including special cans showing each team's logo. Earlier this season, Bud Light focused on Cleveland, whose team, the Browns, was experiencing one of the longest losing streaks in the sport. When the Browns finally won, the brewer set up "victory fridges" in bars across the city.