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."