October 06, 2004

High-octane beer on the way from Anheuser-Busch

Anheuser-Busch is introducing a sweetened, caffeinated beer, targeted at twenty-somethings that regularly guzzle vodka-based drinks like they're going out of style.

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.

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.

The new drink will be priced somewhat higher than standard beers, and marketed in slimmer cans, not unlike Red Bull and other energy drinks.

Posted by mhking at October 6, 2004 10:35 PM

Doesn't mixing alcohol and caffeine sort of defeat the purpose of both?

Posted by: Scott McClare at October 7, 2004 12:32 AM

Sounds like tomacco.

Posted by: Gib at October 7, 2004 08:46 AM

That's jus sad that they are creating a whole new generation of people who drink inferior beer. ... uh I mean become alcoholics.

Posted by: Joshua at October 7, 2004 10:05 AM

I think this is a similar concoction to Buzz Beer, the drink Drew Carey and friends brewed up on the Drew Carey Show a few years ago.

Posted by: JQ at October 7, 2004 09:27 PM
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