It’s not yet fall, but Anheuser-Busch launched an apple-flavored lager under its Busch Light line. This is the first time in 65 years that the Busch Beer brand has released a flavored beer product, and it will be available for a limited time in selec states in the United States.

“The development and launch of Busch Light Apple is one of the most significant moments in our brand’s 65-year history,” says Daniel Blake, VP of Value Brands at Anheuser-Busch in a statement. The limited release flavored lager will be available in 12, 24 and 30 packs of 12-ounce cans and 16-ounce cans. There was no mention of how long this limited release will last.

These cans were developed to have a “sleek new aesthetic” similar to the advertising that is accompanying this launch. Busch Light Apple was launched with a keynote address, delivered by the brand’s spokesperson, Busch Guy and was reminiscent of Silicon Valley’s Apple product launch announcements. The website is also designed to promote a streamlined brand image and messaging similar to a tech company.

It is notable that Bush Beer sidestepped the traditional fall launches of cider and malt beverages in favor of introducing the flavoring directly into a beer. Beer has been a dying breed in the U.S. as Americans turn away from traditional lagers in favor of craft cocktails and seltzer. Over the past five years, beer volume in the US declined 2.4%, according to an IWSR Drinks Market Analysis cited by CNN Business. However, the seltzer market has jumped nearly 200% between 2018 and 2019 while cider helped boost the total sales of alcohol globally in 2017, according to IWSR.

While it remains to be seen if this cider-beer crossover will tempt consumers, it is an interesting approach to help Anheuser-Busch capitalize on a growing trend while still promoting its core beverage to the masses.

A new experience may also be particularly welcome during the ongoing pandemic as consumers look to indulge in alcohol in their homes. Even declining segments like beer have seen an uptick with beer sales 34% in March over last year, according to Nielsen data. This tempting fall flavor may prove to be a winning combination – apple flavor was predicted to be the most popular flavor this year by flavor company Esarom.