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  • Energy Beer!!!

    Oct. 5, 2004, 1:54PM



    Beer maker adds caffeine to entice young drinkers who want more
    By NANCY SARNOFF
    Copyright 2004 Houston Chronicle


    For the young beer drinker who can't make up his mind, Budweiser thinks it has the answer.

    Budweiser's new brew, Be, pronounced "B-to-the-e," is a cross between an energy drink and a beer.


    "You'll be able to wake up and dull the senses at the same time," said Eric Shepard, executive editor of Beer Marketer's Insights, a trade publication.

    Anheuser-Busch, the maker of the low-carb Michelob Ultra, is launching the new caffeinated beer in November and making it in the east Houston plant where it brews Budweiser and other well-known brands.

    In addition to its caffeine content, about as much as in a can of Mountain Dew, the beer will include ginseng and guarana, a Brazilian berry.

    It will be the first time a major brewer has infused beer with these unusual ingredients, said Pat McGauley, senior director of new products and high-end brands for Anheuser-Busch.

    "In the ongoing evolution of the alcohol industry, we're delivering what the consumer is asking for," McGauley said Monday during a conference call with reporters.

    Company officials said the drink tastes lightly sweet and tart, with hop and malt notes and aromas of blackberry, raspberry and cherry.

    The ginseng provides a "spicy character," brewmaster Nathaniel Davis said.

    Be will contain 6.6 percent alcohol, slightly higher than its mainstream counterparts, and 54 milligrams of caffeine.

    At local bars, young drinkers have been known to mix their own concoctions of alcohol and trendy energy drinks that purport to give users a boost.

    "It's supposed to give you a little bit of energy, it's fun and it tastes good," said Michael Moran, a bartender at the LZ Pub on Richmond.

    Anheuser-Busch's new beer comes on the heels of the company's launch of Michelob Ultra, which tapped into a huge segment of the carb-conscious population. And Be won't be short on carbs.

    But the company isn't concerned about its 22.5 carbohydrates and 203 calories.

    "The carb phenomenon is waning a bit in the beer industry," said Bob Lachky, vice president of brand management and director of global brand creative. "It's not as big of a factor as it was six to eight months ago."

    Moreover, the company's target market isn't particularly concerned with carbs, he said.

    Be will be aimed at the 21 to 27 age group, which will pay a premium for the 10-ounce cans over Budweiser.

    Company officials won't say where the beer will be sold initially, but Houston is a logical market.

    "Texas is a great market for Anheuser-Busch," Shepard said.

    Pending government approval, Be will be marketed heavily in high-end night clubs and bars, the company said.

    That's probably because the beer industry has been hurt by the "cocktail culture," Shepard said.

    "The liquor people have done a better job in recent years training wait staff to offer cocktails and have cocktail machines," he said. "Beer people are beginning to react."



    This is all we need.

    Energetic drunks!!!
    CrossFit Champions
    Champions Combat Arts

  • #2
    No Comment!
    Heckman aka "WISE" OLD MAN

    Comment


    • #3
      Awww, Heck! You have a comment! I know you do!
      "The problem is not that there are problems. The problem is expecting otherwise and thinking that having problems is a problem." -
      Theodore Rubin

      Mod @ Proactivehealthnet

      Comment


      • #4
        Originally posted by TheLil'Missus
        Awww, Heck! You have a comment! I know you do!


        Well, Ok then....here it is...If I still drank I would enjoy trying this tantilizing new beverage! Are you happy now?
        Heckman aka "WISE" OLD MAN

        Comment


        • #5
          Yes I am, thank you very much! :smooch:
          "The problem is not that there are problems. The problem is expecting otherwise and thinking that having problems is a problem." -
          Theodore Rubin

          Mod @ Proactivehealthnet

          Comment


          • #6
            Originally posted by TheLil'Missus
            Yes I am, thank you very much! :smooch:

            You know me well TLM don't you?
            Heckman aka "WISE" OLD MAN

            Comment


            • #7
              so, they wouldn't be falling down drunks anymore, would they...
              Greek women, we may be lambs in the kitchen, but we are tigers in the bedroom.


              MOD @ www.proactivehealthnet.com

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              • #8
                Originally posted by american idol
                so, they wouldn't be falling down drunks anymore, would they...
                I think they would still fall down but then they would bounce right back up!
                CrossFit Champions
                Champions Combat Arts

                Comment


                • #9
                  Originally posted by The Munster
                  I think they would still fall down but then they would bounce right back up!
                  Greek women, we may be lambs in the kitchen, but we are tigers in the bedroom.


                  MOD @ www.proactivehealthnet.com

                  Comment


                  • #10
                    There's some smart marketing people over to Budweiser. I'm sure this will be a big seller for them with the younger crowd.


                    Comment


                    • #11
                      Originally posted by mark mcgwire
                      There's some smart marketing people over to Budweiser. I'm sure this will be a big seller for them with the younger crowd.
                      :iagree:

                      I agree. Hell, just for shits and giggles I'm going to have to try one too.
                      CrossFit Champions
                      Champions Combat Arts

                      Comment


                      • #12
                        I will try it, but in moderation of course.
                        "Well done is better than well said"

                        :rocker:



                        Comment


                        • #13
                          a case is in moderation right?
                          great now not only will these drunk mid twenties fuckers think they have muscles the size of coleman and the fighting skill of bruce lee, now when u smack them down, theyll POP right back up like a punching balloon
                          greeeeat idea
                          lol
                          frk
                          :iagree:
                          i always agree with what i say

                          Comment


                          • #14
                            Originally posted by FRKNHUGE
                            a case is in moderation right?
                            great now not only will these drunk mid twenties fuckers think they have muscles the size of coleman and the fighting skill of bruce lee, now when u smack them down, theyll POP right back up like a punching balloon
                            greeeeat idea
                            lol
                            frk


                            FUNNY!

                            :p We were talking about this at a b-day party last night with a guy who works at Bud. Not the bouncing back up part.....but.......ummmmm......LOL, sorry, laughing too much......
                            Kid's Wench :flex: and Bon-Bon's sis
                            Ask me about FitnessXLOnline.com
                            www.TrueProtein.com
                            *use FXL222 for a discount on your 1st purchase




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                            • #15
                              hmmm...new pre-workout drink!
                              -KidRok-
                              "...because I won't accept that I can't."


                              www.https://Truenutrition.com/
                              5% OFF with Discount Code "FXL222"

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