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Anheuser-Busch Goes Full "Tilt"

Anheuser-Busch is kicking off the phased, nationwide launch of Tilt, a new, malt beverage featuring an assorted blend of caffeine, guarana, and ginseng, which is targeting the younger adult set and night club fans.

This "5 p.m. after-work drink," which offers a bold berry-flavor, is part of the emerging, flavored caffeinated malt beverage category and an ideal choice for those seeking something new to help start the night, according to Anheuser-Busch officials.

"From happy hour to a night out at a club, contemporary adults are looking for innovative beverages that fit into their fast-paced, highly-social lifestyles," said Pat McGauley, vice president of innovation/new products for Anheuser-Busch Inc. "Tilt was developed with this in mind because it is suited to a variety of drinking occasions."

Despite Anheuser-Busch’s enthusiasm for new fruit flavored malt beverages --including B-to-the-E and now Tilt -- Miller Brewing Co. earlier this week said it is dropping test marketing in the U.S. of a fruit-flavored malt beverage called Brutal Fruit.

In test market with consumers this spring and summer in three cities, Brutal Fruit “did not pan out,” according to Miller spokesman Peter Marino. The beverage was testes in Richmond, Va., Seatle and Tampa, Fla.

Instead of pursuing an alternative beverage launch, Milwaukee-based Miller plans to continue focusing on its core brands, including Miller Lite, Marino added.

Tilt is brewed with two-row malt, natural grains, hops, yeast and water, and infused with raspberry flavor, caffeine, guarana and ginseng at Anheuser- Busch's Cartersville Brewery. It is fermented at cold temperatures and allowed to develop natural carbonation as it slowly matures.

"The nationwide launch of Tilt demonstrates Anheuser-Busch's commitment to the development of innovative new alcohol beverages," said McGauley. "We recognize that contemporary adults have many choices in today's competitive market, but we expect the versatility of Tilt to accommodate a wide range of drinking occasions that will help us maintain and grow our share of the alcohol category."

Tilt -- sold in individual, sleek 16-ounce silver cans -- contains between 4 percent and 6.6. percent alcohol by volume depending on state law. Now rolling out nationwide on a state-by-state basis, full distribution is expected by October.

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