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Thread: B to the Eeeek!

  1. #1
    Bourbonian of the Year 2002 and Guru
    Join Date
    Sep 1999

    B to the Eeeek!

    From JustDrinks.com

    Anheuser-Busch has launched a caffeine-infused version of its leading Budweiser brand. The beer, called B(E) will also contain guarana and ginseng.

    B(E) will also contain aromas of blackberry, raspberry and cherry. It is apparently lightly sweet and tart in taste.

    Brewed at Anheuser-Busch's Houston brewery, B(E) will be packaged in a sleek, slim-line 10-ounce can. Pending formal government approval, B(E) will be launched in multiple phases throughout the year in markets across the country.

    "Contemporary adults thirst for variety and what's new, and our B-to-the-E delivers a beverage that is true to their lifestyles and range of drinking occasions," said Pat McGauley, senior director of new products and high end brands, Anheuser-Busch, Inc. "Our new B-to-the-E provides caffeine, guarana, and ginseng in a great-tasting beer."

    B(E) will be priced slightly higher than Budweiser and marketed through local print advertising, point-of-sale materials, bar and club promotions and online programmes. B(E) will contain 6.6% alcohol by volume.

    "We created a great new drink that's outside the boundaries of the taste adults would expect from a traditional beer," said Nathaniel Davis, brewmaster, Anheuser-Busch, Inc. "With B-to-the-E, we've come up with a beer that has a taste with a 'wow' factor at the finish."

  2. #2
    Bourbonian of the Year 2011
    Join Date
    Sep 2002
    Toronto, Canada

    Re: B to the Eeeek!

    The product sounds contrived. On the other hand, beer traditionally (before use of the hop became almost exclusive) was flavoured with fruits, herbs and what have you (including chiles by the way - some Porter was in the 1800's). So really it is a case of, er, old wine in new bottles. It looks like they are trying to combine the Red Bull type of drink with beer.

    I'd settle for Michelob made from 100% barley malt, the way it was when introduced in the 1890's.


  3. #3
    Join Date
    Sep 2004
    Burlington VT, USA

    Re: B to the Eeeek!

    Doh. Just checked, it's not April 1st... the four horsemen should be coming over that ridge any time now...

  4. #4
    Bourbonian of the Year 2006
    Join Date
    Dec 2001
    Rockland County, NY

    Re: B to the Eeeek!

    Goodbye Zima!! Hello B to the E.
    Now that's what I'm talkin' about.
    Is it clear? Crisp? and will babes get hammered?
    'specially them underage ones?
    I see the target market here.
    The Red Bull and Vodka crowd that's yearnin for a Bud.



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