Anheuser-Busch
Introduces New Caffeinated Beer
To compete with drinks served in youth-oriented bars and clubs,
Anheuser-Busch is launching a new caffeinated beer called "B
to the E power," Reuters reported Oct. 5.
B to the E power contains 6.6 percent alcohol. The drink mixes
beer with caffeine, guarana, and ginseng, along with berry aromas.
The beer goes up against flavored rums and vodkas that are popular
among young adults. "Distilled spirits are definitely in the
background of this decision," said Bob Lachky, vice president
of brand management at Anheuser-Busch. "Sweeter flavors have
definitely made an impact on 21- to 35-year-olds. It's a bigger
part of the alcohol-drinking spectrum."
The brewer plans to roll out the sweet-flavored beer to bars and
nightclubs in phases, starting in November.
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