Anheuser-Busch's caffeinated, ginseng beer to become reality



NEW YORK (Reuters) - Brewer Anheuser-Busch says it will introduce a caffeinated, sweet-flavored beer for twentysomething club goers to compete with the flavored rums and vodkas gaining ground on the dance floor.

The new beer B(E) -- read as "B to the E power" -- will roll out in several phases starting in November.

Advertising will focus on in-store merchandising and promotions at bars and nightclubs, with some local print work and online marketing, Anheuser-Busch officials said.

Distilled spirits are definitely in the background of this decision," Bob Lachky, vice president of brand management at Anheuser-Busch, said during a conference call Monday. "Sweeter flavors have definitely made an impact on 21- to 35-year-olds. ... It's a bigger part of the alcohol-drinking spectrum."

B(E) infuses beer with caffeine, guarana and ginseng, along with berry aromas for a sweeter, yet more tart taste at 6.6 percent alcohol by volume, said company brewmaster Nathaniel Davis.

Anheuser-Busch designed the new brew for 21- to 27-year-old drinkers who seek novel beverages and switch drinks more frequently according to mood and occasion, the company said.

"It's indicative of how seriously Anheuser-Busch is taking this challenge from the liquor folks ... who are growing faster than beer," said Eric Shepard, executive editor of industry newsletter Beer Marketer's Insights, citing the popularity of flavored spirits and energy drinks, such as Red Bull.

B(E) will be priced slightly higher than the company's flagship Budweiser beer and packaged in slimmer 10-ounce cans.

The new beer has a relatively high carbohydrate count, despite a trend in the industry highlighting lower-carb beers to match popular U.S. diet plans.

"The majority of beer drinkers, and people we are trying to approach with this product, are not terribly concerned with carbs all the time," said Lachky.

This doesn't sound like a very good idea, but who knows. I'll atleast give it a try.


Kiss my Converse
I am just wondering where they are gonna put this stuff in the beer cooler at the gas station, maybe between the Boone's Farm and the St.Ives Special Brew with the rest of the date rape beverages?

Edit: I was going for sic sarcastic humor ... lol ... :D


Around here all you see/hear about these days are mixes. So nothing new. Soda-Pop booze, a great idea once the brands can shake the "girls drink" reputation.
I like beer myself so you won't catch me drinking it. I hate sweet drinks. Try Red Bull Vodka mix Rei, no alcohol taste to be spotted...