b to the izzle
sometimes, i wish marketing people didn't feel the need to keep up with the times. i wish they didn't think they had to come up with a new product every 2.5 seconds to keep up with the average american's attention span. i wish they could just stick with regular soda instead of crystal pepsi, with normal bottled water instead of vitamin-infused crap, with good old beer instead of BE.
B-to-the-E (BE), Budweiser's newest entry in a long line of innovative beers by Anheuser-Busch, is a distinctive new product for contemporary adults who are looking for the latest beverage to keep up with their highly social and fast-paced lifestyles.As the industry leader, Anheuser-Busch is the first major brewer to infuse beer with caffeine, guarana and ginseng. Well balanced with select hops and aromas of blackberry, raspberry and cherry, BE will offer a lightly sweet and tart taste - a great mixture of beer and new flavors for adults to enjoy when out with friends at a club or at a bar after work with colleagues.
Brewed at Anheuser-Busch's Houston brewery, BE will be packaged in a sleek, slim-line 10-ounce can with stylish graphics. Pending formal government approval, BE will be launched in multiple phases throughout the year in markets across the country.
"Contemporary adults thirst for variety and what's new, and our B-to-the-E delivers a beverage that is true to their lifestyles and range of drinking occasions," said Pat McGauley, senior director of New Products and High End Brands, Anheuser-Busch, Inc. "Our new B-to-the-E provides caffeine, guarana, and ginseng in a great tasting beer."
this basically sounds like the liquid form of pure nastiness. i may be a contemporary adult, and i may thirst for variety (haha, look at my clever adspeak), but i also thirst for non-crapiness. and BE does not deliver.
Comments
did you actually try it?
Alco-pop, as we used to call it back when it was onely wine coolers and Zima, has always been, and will always be Nasty Ass Shite. But you gotta love the marketing genius here: they're selling beer with three extra ingredients: caffeine, guarana, and ginseng, right? But they don't tell you: guarana *is* mostly caffeine. So they market three for only having to add two! Genius!
damnit, all that contemporary adults actually want is real beer. this shit will be available nationwide, yet i can't get a pint of Live Oak Pilz when i live less than a hour away from the austin? ridiculous.
I'm actually looking forward to this, as anyone who has seen me stuff my pockets with caffeine pills prior to going to a bar can probably guess. I don't doubt it'll be nasty, but it couldn't be as bad as Red Bull -- and being able to have some caffeine as the night wears on has a lot of merit, if you ask me.
I just hope the label will be easy to peel off before anyone can see it.
Over the past several months, I've read stories on how caffeinated beer is the beginning to the end of the universe… America’s social fabric has completely broken down… we’ll be seeing addicts everywhere, the potent mix of beer and caffeine will be fatal…
It's gotten such a bad rep, I'd like clarify a few misconceptions here:
You ask any Brazilian about mixing alcohol and caffeine, they would shrug their shoulders as if it's nothing new. "Capeta" is a very well known traditional Brazilian cocktail that's mixes vodka and caffeine (that’s right, I said vodka and caffeine!). In this case, the source of caffeine comes from 'guarana', same as the caffeinated beers that are out there. 'Guarana' is an indigenous Brazilian shrub that can contain 3~4 times more caffeine than coffee. However, unlike coffee, the source of caffeine in guarana is released slowly, so you don't feel the "surge" that comes with drinking coffee.
I'm a Brazilian native who's lived there for over twenty years. During the time that was there, I've never heard of anyone being addicted to "capeta", nor was there any rehab center exclusively for "capeta" drinkers. Not to mention that the alchohol concentration in vodka is at least 5 times that of beer... yet no one I know has died by taking a shot of the cocktail, nor have they tried to use it as a means of committing suicide. Of course, any fool who drinks alcohol excessively or mixes drinking with driving will inevitably meet an undesirable fate, but that should not be singled out to the beer/guarana mix. In fact, guarana soft drinks are very popular in Brazil, even more so than cola. We Brazilians, do not see guarana as an addictive substance.
To those of you who are freaking out over this caffeinated beer business, I suggest you need to do more international travel and see what's out there... after all, there IS life outside America.
Adding insult to the injury, here's the recipe for "capeta":
1 to 1.5 tablespoon sweetened condensed milk
1 teaspoon honey
1 teaspoon guarana powder
1 shot of vodka (or "cachaca", the Brazilian sugar cane alchohol)
ice
pinch of cinnammon
Mix all the ingredients, pour over ice and sprinkle w/ cinammon.
Enjoy!!!
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