To drink BE or not to drink BE

- Last updated on GMT

Related tags: Alcoholic beverage

American beer giant Anheuser-Busch has gone out on a limb with the launch of BE, a vastly different fruit-flavoured beer.The drink, which is...

American beer giant Anheuser-Busch has gone out on a limb with the launch of BE, a vastly different fruit-flavoured beer.

The drink, which is flavoured with blackberries, raspberries and cherries for a "lightly sweet and tart" profile, also contains caffeine, guarana and ginseng, ingredients typically associated with energy drinks.

Anheuser says in tests the 6.6% abv drink has been enjoyed over ice, going head-to-head with flavoured alcoholic drinks or mixed drinks rather than beer. It intends the drink to appeal to consumers with a more adventurous palate.

BEis packaged in 284ml cans but is due to be launched in a shrink-wrapped bottle of the same size within the next few months.

Related topics: NPD

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