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.