Can you say New Coke?

[RubyDuby in GA]

http://www.ajc.com/business/content/shared-gen/ap/Finance_General/Beer_With_Oomph.html

Anheuser-Busch Launches Souped-Up Beer

By JIM SUHR
AP Business Writer

ST. LOUIS — Going against the grain in courting the young cocktail crowd, beermaker Anheuser-Busch Cos. is launching a new "brew" to go head-to-head with classic mixed drinks — traditional suds spiked with caffeine, fruit flavoring, herbal guarana and ginseng.

The world's largest brewer's nationwide rollout this week of B-to-the-E — the "B" standing for beer, the "E" for something "extra" and shown as an exponent of B — came as beermakers look to piggyback strides liquor companies have made in luring young consumers to flavored and mixed drinks.

This undated image released by Anheuser-Busch Cos., shows its a new 'brew' to go head-to-head with classic mixed drinks _ traditional suds spiked with caffeine, fruit flavoring, herbal guarana and ginseng. has launched a new brew to go head to head with classic mixed drinks_traditional suds spiked with caffeine, fruit flavoring, herbal guarana and ginseng. The world's largest brewer's nationwide rollout this week of B-to-the-E, the 'B' standing for beer, the 'E' for something 'extra' and shown as an exponent of B, came as beermakers look to piggyback strides liquor companies have made in luring young consumers to flavored and mixed drinks.

Anheuser-Busch test marketed B-to-the-E from in the fall, eventually assessing in 55 U.S. cities whether the new "beer" appealed to 20-something consumers craving something zippy in their highly social, fast-paced lifestyles.

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That just sounds nasty.