TSA09 0 Report post Posted October 5, 2004 I saw this and thought this was weird. 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." Source: http://www.chron.com/cs/CDA/ssistory.mpl/business/2830747 Your thoughts? Share this post Link to post Share on other sites
1234-5678 0 Report post Posted October 5, 2004 It will probably taste like a sweaty foot. Share this post Link to post Share on other sites
Zetterberg is God 0 Report post Posted October 5, 2004 It will probably taste like a sweaty foot. So it will be just like regular Budweiser then. Share this post Link to post Share on other sites
Guest Fook Report post Posted October 5, 2004 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. So it'll basically do nothing? 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. I've never seen anyone do this. Share this post Link to post Share on other sites
TSA09 0 Report post Posted October 5, 2004 I have friends that mix Red Bull and Vodka Share this post Link to post Share on other sites
Nevermortal 0 Report post Posted October 5, 2004 Red Bull + Jagermeister = Jager Bomb Share this post Link to post Share on other sites
Guest Smues Report post Posted October 6, 2004 Jager Bomb? Never heard it called that. Always heard it referred to as a bull blaster. Whatever you call it I love it. As for B to the E (Give me a break, what a lame name) i'd be interested if I drank beer, but I don't so I'll stick with my Bull Blasters. (runs to see if he has any red bull left in the fridge. ) Share this post Link to post Share on other sites
snuffbox 0 Report post Posted October 6, 2004 Is this really that much different than Sparks?...which is a 16oz energy drink + 6.6%alcohol beverage that retails for about 1.50$ a can Share this post Link to post Share on other sites
Guest Agent of Oblivion Report post Posted October 6, 2004 Oh boy! I can't wait to be trashed and unable to sleep it off. What a great idea. Share this post Link to post Share on other sites
Guest Vitamin X Report post Posted October 6, 2004 I think I saw an energy drink that did have a name like that. It had one of those "hip" type names, probably something like 3n3rgy. Share this post Link to post Share on other sites
Giuseppe Zangara 0 Report post Posted October 6, 2004 Why don't I just mix heroin and cocaine instead? Share this post Link to post Share on other sites
Guest Vitamin X Report post Posted October 6, 2004 Alcohol is easier to obtain. Share this post Link to post Share on other sites
Giuseppe Zangara 0 Report post Posted October 6, 2004 Not for me! Share this post Link to post Share on other sites
Open the Muggy Gate 0 Report post Posted October 6, 2004 They have got to be kidding me.... Share this post Link to post Share on other sites
Guest Smues Report post Posted October 6, 2004 I've seen that sparks stuff, it scares me. It scares me that an "energy beer" has the highest alcohol content of anything in the grocery store. Share this post Link to post Share on other sites
Guest Agent of Oblivion Report post Posted October 6, 2004 Caffeine is a diuretic, I might add. Do you have any idea how much a six pack of this shit will make you piss? It would be outrageous. Every five minutes. Share this post Link to post Share on other sites
Guest Agent of Oblivion Report post Posted October 6, 2004 OUTRAGEOUS PISSING Share this post Link to post Share on other sites
B. Brian Brunzell 0 Report post Posted October 6, 2004 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. Does anyone actually want fucking GINSENG AND A BRAZILIAN BERRY in their beer? See, this is why I drink Guinness. No bullshit like Dew levels of caffeine, ginseng and fucking BERRIES. Just a nice tall pint of an alchoholic black hole that gets me nice and drunk. Share this post Link to post Share on other sites
Lord of The Curry 0 Report post Posted October 6, 2004 ^ Amen. Share this post Link to post Share on other sites
Guest Vitamin X Report post Posted October 6, 2004 Not for me! You'd be the exception, not the rule. Share this post Link to post Share on other sites
haVoc 0 Report post Posted October 6, 2004 Red Bull + Jagermeister = Jager Bomb That sounds good. On average, 2 or 3 shots with a can of Red Bull? Share this post Link to post Share on other sites
UseTheSledgehammerUh 0 Report post Posted October 6, 2004 Last night I was drinking Milwaukee's Best and Bacardi Superior. I got drunk, and then started MIXING the two in a glass and drinking them together. It was a terrible fun. Share this post Link to post Share on other sites
MarvinisaLunatic 0 Report post Posted October 6, 2004 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. Does anyone actually want fucking GINSENG AND A BRAZILIAN BERRY in their beer? See, this is why I drink Guinness. No bullshit like Dew levels of caffeine, ginseng and fucking BERRIES. Just a nice tall pint of an alchoholic black hole that gets me nice and drunk. Ginseng helps restore/improve your memory, so no more forgetting what happened to you while you were drunk, along with not being able to go to sleep and the frequent bathroom breaks. This sounds like a winner... Share this post Link to post Share on other sites
1234-5678 0 Report post Posted October 6, 2004 Last night I was drinking Milwaukee's Best and Bacardi Superior. I got drunk, and then started MIXING the two in a glass and drinking them together. It was a terrible fun. Good gravy................... No, I meant that stuff would make good gravy. Share this post Link to post Share on other sites
justsoyouknow 0 Report post Posted October 6, 2004 But I happen to like not remembering the night before... Share this post Link to post Share on other sites
B. Brian Brunzell 0 Report post Posted October 7, 2004 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. Does anyone actually want fucking GINSENG AND A BRAZILIAN BERRY in their beer? See, this is why I drink Guinness. No bullshit like Dew levels of caffeine, ginseng and fucking BERRIES. Just a nice tall pint of an alchoholic black hole that gets me nice and drunk. Ginseng helps restore/improve your memory, so no more forgetting what happened to you while you were drunk, along with not being able to go to sleep and the frequent bathroom breaks. This sounds like a winner... That is true about Ginseng, but I've been drunk to the point of blindness and full body nubmness quite a few times in my younger days and still remembered everything from the night before. Damn photographicmemory. Share this post Link to post Share on other sites
Guest Agent of Oblivion Report post Posted October 7, 2004 You know how they have those mixed drinks in bottles and shit, like those mudslides.. How come they don't have Bloody Marys like that? People would drink more of those if they didn't have to make 'em. Share this post Link to post Share on other sites
Guest BDC Report post Posted October 7, 2004 I hope Drew Carey gets royalties for them using the idea from his show. Share this post Link to post Share on other sites
UseTheSledgehammerUh 0 Report post Posted October 7, 2004 Ha. Remember the "beer convention" where they ran out of samples because the other "Whose Line is it Anyway" guy's truck got hi-jacked by a bear who proceeded to drive the truck around town? Share this post Link to post Share on other sites
Guest Agent of Oblivion Report post Posted October 7, 2004 Boy, did that show ever go to shit..I remember it being really funny for a couple of seasons, then he dyed his hair blond, and joined that band...what the fuck. Share this post Link to post Share on other sites
