E-Malt.com News article: USA: Busch introduces fruit-infused beer

Anheuser-Busch released fruit-flavored versions of its Michelob Ultra brand as the nation's largest brewer continues to branch out from its line of traditional beers, Associated Press reported April 26.

The fruit-infused beers are available only through Labor Day and come in three flavors -- Pomegranate Raspberry, Lime Cactus and Tuscan Orange Grapefruit.

Anheuser-Busch Cos. Inc. in recent years has branched out to different brews aimed at attracting drinkers in their 20s -- drinks that include so-called "malternatives" such as the Bacardi Silver line of flavored malt beverages.

Eric Shepard, executive editor of the industry publication Beer Marketer's Insights, said it's hard to track how successful the alternatives have been.

"I think they're aimed at getting other stuff on the shelves, possibly crowding out some other brands, and hoping that maybe something clicks," he said.

Some critics contend the flavored beverages attract underage drinkers. Earlier this month, National Center on Addiction and Substance Abuse chairman Joseph Califano Jr. criticized an Anheuser-Busch product called Spykes, a flavored malt beverage sold in 2-ounce bottles meant to be mixed with beer or other drinks, or consumed as a shot.

Califano is also critical of the fruit-flavored beer.

"Coming on the heels of Spykes, to me it smells of a policy directed at making beer more attractive for underage drinkers," Califano said. "What 25-, 30-year-old guy or even gal drinking beer is going to flavor it? I don't think so."

In a statement, Francine Katz, Anheuser-Busch's vice president of communications and consumer affairs, said no company has done more to fight underage drinking. She noted that adults have consumed fruit-flavored alcohol for decades.

"These professional critic groups need to stop the fear mongering and focus on reality," Katz said. "The flavor of a drink is not what stands between a teen abiding by the law or willfully breaking the law."

The St. Louis-based company is promoting the beers as perfect for backyard grilling and summertime picnics. They are sold in 12-bottle packs featuring all three varieties, and in single-flavor six-packs.


02 May, 2007