User Name
Password
AppleNova Forums » AppleOutsider »

B^e Bud makes new caffeinated beer...


Register Members List Calendar Search FAQ Posting Guidelines
B^e Bud makes new caffeinated beer...
Thread Tools
Paul
Veteran Member
 
Join Date: May 2004
Location: New York City
 
2004-10-06, 18:09

seems cool
http://www.adage.com/news.cms?newsId=41683
Login details for adage.com
Account #1
clarus84@hotmail.com
fpdcB2B
(via bugmenot.com)
and full text for the lazy:
Quote:
ANHEUSER-BUSCH ROLLS OUT CAFFEINATED BUDWEISER
Slim Can, Sweet Flavor to Chase Red Bull-Drinking Club-goers
October 05, 2004
By James B. Arndorfer

CHICAGO (AdAge.com) -- Anheuser-Busch is chasing Red Bull-and-vodka-swilling club-goers with a caffeine-, guarana- and ginseng-infused beer called "B to the E."

The new malt beverage, part of the Budweiser family, fits in with a broader effort by Anheuser-Busch to reclaim 21- to 27-year-olds who increasingly are downing spirits instead of beer. The brewer has pledged to step up promotions and other marketing efforts at bars and clubs.

25% of beer volume
The so-called on-premise channel represents about 25% of beer volume.

"Distilled spirits is definitely in the background of this decision," said Bob Lachky, vice president of brand management and director of global brand creative at Anheuser-Busch, the country's biggest brewer with more than a 50% share.

Anheuser-Busch should be concerned. According to industry consultant Beverage Marketing, beer on-premise volume dropped by 1% in 2003. Spirits increased by 7%.

But previous efforts by brewers to introduce alternatives to traditional beer have fizzled. Case in point: the craze for "malternatives" -- malt beverages with spirits flavoring -- that was supposed to be the next big thing when it kicked off several years ago.

Malternative sales declined by 10% to 73 million cases after growing at a 16% clip in 2002 and a 37% rate in 2001, according to Impact Databank.

Miller pulls out
SABMiller's Miller Brewing Co. and Allied Domecq whacked Stolichnaya Citrona and Sauza Diablo earlier this year; the brewer also pulled out of a deal to make Jack Daniel's Original Hard Cola in partnership with Brown Forman. But Miller has stuck with Skyy vodka beverages.

Anheuser-Busch markets Bacardi malternatives.

With this latest launch, Anheuser-Busch is targeting 20-somethings who will drink a variety of alcoholic beverages over the course of an evening.

"We believe the consumer is jumping around a bit," Mr. Lachky said. "We're targeting that customer and no one else. Sweeter flavors have definitely made an impact on 25- to 35-year-olds."

Slim can
The drink comes in a slim 10-ounce can, reminiscent of energy drinks such as Red Bull, which has made inroads into bars and clubs as a mixer for hard alcohol. While the drink is called "B to the E," labeling on the can shows the name spelled with the cursive gold Budweiser "B" with a smaller "E" appearing as superscript, most likely meant to connote something to a higher power. Whatever its meaning, the bottom of the can reads "Beer with something extra."

The brewer said it plans to support the brew with local print advertising, point-of-sale materials, bar and club promotions and online programs. An advertising agency hasn't been decided yet. Anheuser-Busch will put B to the E in 50% of its markets by year-end.
cool beans... has anyone tried any caffiene+liquor drinks like this? (NOT irish coffee, which is coffee more then beer.)

1215/234215 (top .51875%)
People really have got to stop thinking there is only one operating system, one economic system, one religion, and one business model. -EvilTwinSkippy (/.)
  quote
Kickaha
Veteran Member
 
Join Date: May 2004
 
2004-10-06, 19:11

The problem is that it's *beer* made by *Budweiser*... nothing in the world is going to fix that problem.
  quote
Posting Rules Navigation
You may not post new threads
You may not post replies
You may not post attachments
You may not edit your posts

vB code is On
Smilies are On
[IMG] code is On
HTML code is Off

Post Reply

Forum Jump
Thread Tools
Similar Threads
Thread Thread Starter Forum Replies Last Post
Got a gig. Makes a BIG difference. torifile General Discussion 54 2004-09-06 21:29
Drunk bear, passed out on lawn, surrounded by empty beer cans Windswept AppleOutsider 11 2004-08-19 01:23
What is Canada like? stevegong AppleOutsider 60 2004-08-13 00:55
canada and beer drinking: WTF?!?! thegelding AppleOutsider 26 2004-07-27 11:47
I have BEER! (best professor weird voice) alcimedes AppleOutsider 12 2004-07-08 17:39


« Previous Thread | Next Thread »

All times are GMT -5. The time now is 06:35.


Powered by vBulletin®
Copyright ©2000 - 2024, Jelsoft Enterprises Ltd.
Copyright ©2004 - 2024, AppleNova