While the brand has seen success off-premise, consumers can expect to see a greater push to market the Ritas franchise on-premise in bars and restaurants this summer. McGauley sees on-premise as an untapped market.
"We know bars that aren't carrying margaritas are a great opportunity and an area where the Lime-A-Rita family may be the most successful," he said. "This year we'll significantly support on-premise promotional activities and expect getting people to try it for the first in on-premise will drive more people to buy off-premise."
Consumers should also not be surprised to see more seasonal flavors in the future.
"We look at it like a (McDonald's) shamrock shake type of thing. The Cran-ber-Rita seasonal drove a lot of excitement and interest in the market place and we ran into some out of stock situations," said McGauley. "Cranberries are very relevant at that time of the season, so the adding a seasonal element to refresh the line at that specific time of year really paid off for us."
(Read more: Get ready for a beer cocktail boom)
As for who is drinking the Ritas, Anheuser-Busch says the demographic is more evenly split than might be assumed.
"It's almost a fifty-fifty, male to female split," said McGauley. "I think a lot of people think it's mostly females drinking them and while it does skew slightly more female, there are a lot of males drinking the Ritas."
—By CNBC's Tom Rotunno. Follow him on Twitter @TomRotunno.