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Caffeinated Beer to launch in November

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October 5, 2004

It had to happen. The success of the heavily caffeinated "energy" drinks such as Red Bull in the tten and twenty-something markets has seen US brewing giant Anheuser-Busch (best known for Budweiser beer) announce a new fruity beer infused with caffeine, guarana and ginseng. Also infused with select hops and aromas of blackberry, raspberry and cherry, the new beer, which will be known as B(E) will offer a lightly sweet and tart taste.

B(E) will be priced slightly higher than Budweiser and marketed through local print advertising, point-of-sale materials, bar and club promotions and online programs. B(E) 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."

Pending Government approval, the beer will hit the shelves in the US before the end of the year.

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About the Author
Mike Hanlon Mike grew up thinking he would become a mathematician, accidentally started motorcycle racing, got a job writing road tests for a motorcycle magazine while at university, and became a writer. As a travelling photojournalist during his early career, his work was published in a dozen languages across 20+ countries. He went on to edit or manage over 50 print publications, with target audiences ranging from pensioners to plumbers, many different sports, many car and motorcycle magazines, with many more in the fields of communication - narrow subject magazines on topics such as advertising, marketing, visual communications, design, presentation and direct marketing. Then came the internet and Mike managed internet projects for Australia's largest multimedia company, Telstra.com.au (Australia's largest Telco), Seek.com.au (Australia's largest employment site), top100.com.au, hitwise.com, and a dozen other internet start-ups before founding Gizmag in 2002. Now he writes and thinks. All articles by Mike Hanlon
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1 Comment

I guess I don\'t read a whole lot about new beer news or the laws regarding it, but how is this any different than Four Loco or Joose? I\'m all for this and can\'t wait to try it, but they were both \"beer with energy\" and thanks to irresponsible college kids and other drinkers, were labeled as \"blackout in a can\" and are now illegal. Is there something different about this that allows it to circumvent the laws banning Four Loco and Joose? Any help or response would be great! Thanks

Kirby Christopher
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