Lime-A-Rita introduced Lime-A-Rita Splash – a refreshing new take on the traditional margarita. Lime-A-Rita Splash will allow consumers to treat themselves and indulge in "margarita moments" more often. Splash provides consumers with a variety of choices and taste experiences for any occasion.

"When it launched in 2012, Lime-A-Rita shook up the Flavored Malt Beverage category, and has proven to be one of the most successful innovations within the beer industry, to-date," said Mallika Monteiro, senior director of Lime-A-Rita. "With the introduction of Splash, Lime-A-Rita continues to reinvent the category as a convenient cocktail solution that helps our consumers extend the weekend, and treat themselves to a margarita whenever they choose."

Lime-A-Rita Splash will be available in six-pack, 12-oz. glass bottles. Splash is a 4% alc/vol flavored malt beverage that's easy to drink. The two inaugural flavors will be Lime-A-Rita Splash and Straw-Ber-Rita Splash.

Lime-A-Rita launched "Fiesta Ready," which focuses on celebrating "margarita moments" – those special moments when a margarita can change everyday occasions in truly unexpected ways.

The first of five commercials – created by FCB Chicago – debuted during the GRAMMYs telecast on Monday, Feb.15. The "Fiesta Ready" campaign will bring the party to consumers during moments they least expect it, but need it the most. From the end of a long workday, to a busy commute, to the middle seat of a packed flight, Lime-A-Rita is going all out to surprise and delight consumers in 2016. In addition to the TV commercials, the brand will unveil billboards, train wraps, elevator TV, heated bus shelters and innovative media partnerships throughout the year.