Bud has a new friend. B-to-the-E is the latest Anheuser-Busch product and the first from the company for those seeking a jolt from their beer.
The beer maker has infused beer with caffeine, guarana and ginseng along with select hops and flavors of blackberry, raspberry and cherry. The company describes the taste as “lightly sweet and tart.”
(BE) will begin hitting store shelves in November in select markets in slim-line 10-ounce cans and is priced higher than Budweiser. The beverage targets 21- to 27-year-olds and contains 6.6% alcohol by volume. Local print ads, P-O-S materials, bar and club promotions and online programs support. The company hopes to be in about 50% of the market by yearend.
“We created a great new drink that’s outside the boundaries of taste adults would expect from a traditional beer,” said Nathaniel Davis, brewmaster for Anheuser-Busch, in a statement.
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