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Tuesday, August 09, 2005

Miracle drink combines vices in one can

Do you like coffee? Do you like beer? Of course you do. But there's no way to drink both and still keep a hand free for a cigarette or slot machine handle. Until now:

Anheuser-Busch (BUD) on Monday launched "Tilt," a raspberry-flavored malt beverage blending caffeine, guarana and ginseng — and with an alcohol content ranging from 4% to 6.6%, depending on state laws. It's the latest in the beermaker's bid to branch out into the so-called "malternative" market. In January, the company launched B-to-the-E, another drink with roughly the same ingredients. Anheuser-Busch has also in recent years introduced its Bacardi line of flavored malt beverages.
"From happy hour to a night out at a club, contemporary adults are looking for innovative beverages that fit into their fast-paced, highly-social lifestyles," said Pat McGauley, vice president of innovation and new products for Anheuser-Busch. "Tilt was developed with this in mind because it is suited to a variety of drinking occasions."
This is clearly targeted at women, unless "a variety of drinking occasions" means "occasions when you want your buddy to punch you in the stomach." But I guess there's only one way to find out. As soon as I can find this stuff for sale, I'll dip into the LST Petty Cash Fund for some research expenses and get back to you with a review.


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