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.
Anheuser-Busch (BUD: Research, Estimates) shares closed down Monday 0.5 percent at $50.20 on the New York Stock Exchange.
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Humm might make their beer taste better! I hate BUD! Worst beer on the market besides Schlitz!
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[/QUOTE]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. [QUOTE]
I am in that 25-35 year old spectrum they speak of and all I have to say to that is...
ewww
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Who wants sweet beer? Is it going to be cheaper? I doubt it. What's the point. I don't like beer but I will drink it cause it's cheaper. I love sweet drinks like bacardi, but sweet beer??? I don't think so.
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There's a dear little plant that grows in our Isle Twas St . Patrick himself, sure, that set it; And the sun of his labour with pleasure did smile, And with dew from his eye often wet it. It grows through the bog, through the brake, through the Mireland, and they call it the dear little shamrock of Ireland.
They've GOT to be kidding. Wait, Halloween is coming up--is this a Trick, rather than treat?
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