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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!!!
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!!!
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