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Caffeinated Beer (well, Bud, anyway)

ST. LOUIS (Oct. 4, 2004) - B-to-the-E (BE), Budweiser's newest entry in a long line of innovative beers by Anheuser-Busch, is a distinctive new product for contemporary adults who are looking for the latest beverage to keep up with their highly social and fast-paced lifestyles.

As the industry leader, Anheuser-Busch is the first major brewer to infuse beer with caffeine, guarana and ginseng. Well balanced with select hops and aromas of blackberry, raspberry and cherry, BE will offer a lightly sweet and tart taste - a great mixture of beer and new flavors for adults to enjoy when out with friends at a club or at a bar after work with colleagues.

Brewed at Anheuser-Busch's Houston brewery, BE will be packaged in a sleek, slim-line 10-ounce can with stylish graphics. BE will be launched in multiple phases throughout the year in markets across the country.

"Contemporary adults thirst for variety and what's new, and our B-to-the-E delivers a beverage that is true to their lifestyles and range of drinking occasions," said Pat McGauley, senior director of New Products and High End Brands, Anheuser-Busch, Inc. "Our new B-to-the-E provides caffeine, guarana, and ginseng in a great tasting beer."

BE will be priced slightly higher than Budweiser and marketed through local print advertising, point-of-sale materials, bar and club promotions and online programs. BE will contain 6.6 percent alcohol by volume.

"We created a great new drink that's outside the boundaries of the taste adults would expect from a traditional beer," said Nathaniel Davis, brewmaster, Anheuser-Busch, Inc. "With B-to-the-E, we've come up with a beer that has a taste with a 'wow' factor at the finish."

Based in St. Louis, Anheuser-Busch Cos. Inc. is the leading U.S. brewer and holds a 50 percent share in Grupo Modelo, Mexico's leading brewer. In a survey of 10,000 business leaders and securities analysts, Anheuser-Busch ranked first overall in quality of products and services among nearly 600 companies researched in FORTUNE magazine's 2004 "America's Most Admired Companies" listing. The company also is one of the largest theme park operators in the United States, is a major manufacturer of aluminum cans and is the world's largest recycler of aluminum beverage containers. For more information, visit

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Reply to
Garrison L. Hilliard
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And not just Bud...

3SUM combines triple-filtered malt, fresh flavors, and the zing of caffeine, ginseng and taurine. Southern-California based United Brands Company is currently rolling out nationally in four fresh-picked varieties. The original 3SUM is a mixed berry flavor; there's also Apple, with a tart green apple tang, smooth pink Watermelon and Tropical, a blend of exotic fruits.

The new brand marks a creative first in the brewing industry - infusing beer with caffeine, ginseng and taurine, and offering the beverage in a variety of flavors.

"People are looking for something exciting and different in beer," said Malt Master Michael Michail, president and CEO of United Brands Company. "Consumers want a sophisticated drink with a little zing. With 3SUM, we have created a super premium beverage with the flavors and colors of fresh-picked fruit. The product delivers the zing factor by adding caffeine, ginseng, and taurine."

In addition to appealing to hip, young trendsetters with its great new taste, 3SUM offers unique packaging, too - Talisman imagery on slim

8.3-ounce cans. The vibrant colors of the cans echo the colors of the four different flavors of 3SUM.

It took nine months to birth the new concept, says Michail. 3SUM went from the groundbreaking initial concept to final government approvals this past summer. The first can rolled off the production line two months ago, and

3SUM is being brewed fresh and distributed nationally in selected markets.

Vice President of Sales Terry Kester plans to have 3SUM launched in 20 states before the end of this year. "We are currently building our distribution network," said Kester. Distributors interested in being the first to offer 3SUM can contact Kester at 1-866-891-3786.

For Michail, 3SUM is more than just a revolutionary new concept in beers. Because it is packaged in 8.3-ounce cans, it is also a way to enjoy a sophisticated new beverage.

"We made the decision to go with smaller cans to help consumers monitor their consumption," Michail said. "With 3SUM, people can have the enjoyment of a unique beverage with zing while they are socializing, and not over-do it.

We make it easy to be smart. Having a 3SUM can be the most appropriate choice."

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Reply to
Garrison L. Hilliard

Anyone that drinks this shit is just as stupid as the marketers think they are.

_Randal

Reply to
Randal

My thoughts exactly. It can only happen in the USofA Steve W.

Reply to
QD Steve

Au contraire, my friend. People the world over drink stupid drinks. Americans don't have a corner on stupid.

Reply to
Lew Bryson

Where did it all begin to go wrong Lew? Champale? Wine based wine coolers? At least I can remember that stuff being derided as "women's beer". Now, as my favorite recent quote seen around the internet goes: "you get macho men gulping down blue-colored drinks in martini glasses." It seems the shame is gone...

_Randal

Reply to
Randal

Plus...

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But it's probably a parody site.

Reply to
oGarrison L. Hilliard

You forgot "Hop 'n' Gator" and "Pink Champale" but why stop with US (failed) brands? First, wasn't there "shandy"? Where's that come from?

Reply to
minutia

Sounds distinctly British to me.(re Shandy)

Best regards, Bill

Reply to
Bill Becker

I say, blame it on Malt Liquor.

Best regards, Bill

Reply to
Bill Becker

Prohibition.

Reply to
Lew Bryson

In Australia there is a lot of shandy drinkers. Just a larger with a dash of lemonade. First, wasn't there "shandy"? mick

Reply to
Michael Lehmann

Reply to
Michael Lehmann

Just exactly so. The stuff that kicked off this beer-and-caffeine thing was an Austrian marketing innovation, based on a so-called "energy drink" marketed in Thailand. That was Red Bull, and as it spread across Europe, nightclubbers found it to be a fine thing to mix with hard liquor, particularly the likes of vodka. The trend crossed the Atlantic to the Yew Ess Eigh, and the young things were found to be eschewing beer for hard-liquor based drinks like this, and with declining volumes part of their business world, the likes of Anheuser-Busch weren't gonna sit around and take it lying down. So, following their notorious (and not at all unique) business paradigm of "denigrate, regulate, imitate," A-B came up with a beer-based answer to Red Bull & vodka. How this stull will do, considering that it's a response to a trend, remains to be seen. Anyone remember Tequiza?

Reply to
dgs

I think you may still be able to get Tequiza in Dallas, although I dunno whether it is new production or just old stock. I tried one at the Texas state fair years back and I remember my wife and I only made it about a quarter of the way through the garishly colored cup it was served in. I remember it being sweet, fizzy and grainy.

_Randal

Reply to
Randal

Tequiza is still available here in KS.

I tasted it once at a beer fest (good opportunity to drink beers you've never want to pay for speficically). Tasted like a mix between cheap beer and a bad margarita. And as you could imagine, those aren't 2 beverages that sound ripe for mixing.

Reply to
Expletive Deleted

unfortunatly it's been sighted in cleveland as recently as saturday the 5th (as I passed it up for a brown)

Reply to
The artist formerly Known as B

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