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    Anheuser-Busch's new brew created to compete with drinks popular in clubs

     
    http://money.cnn.com/2004/10/05/news/fortune500/anheuser_busch.reut/index.htm?cnn=yes
    How Anheuser-Busch is competing against distilled spirits to woo twenty-somethings.
    10/18/2004

    Flavored rums and vodkas are gaining popularity with club-going twenty-somethings, and Anheuser-Busch isn't about to take the challenge without a fight.

    Earlier this month the brewer announced plans to roll out a new beer starting next month called B-to-the-E (BE). Its selling point? BE combines sweetness and tartness with 6.6 percent alcohol by volume to attract the changing tastes of customers between twenty-one and twenty-seven.

    This news story from Reuters via cnnmoney.com explains the product and marketing strategy, and is a good example of an old-line name attempting to extend its brand to reach a new audience.

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