E-Malt.com News article: USA: Anheuser-Busch launches Tilt- a new, innovative malt beverage

As contemporary adults across the country prepare to kick off a fresh week of happy hours and nights out on the town, Anheuser-Busch is kicking off the phased, nationwide launch of Tilt, a new, innovative malt beverage featuring an assorted blend of caffeine, guarana, and ginseng, announced the brewer on August 8.

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.

“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, Innovation/New Products, Anheuser-Busch, Inc. “Tilt was developed with this in mind because it is suited to a variety of drinking occasions.”
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.”

Sold in individual, sleek 16-ounce silver cans, Tilt contains 6.6, 6, or 4 percent alcohol by volume (ABV) based on state laws. Now rolling out nationwide on a state-by-state basis, full distribution is expected by October.
Based in St. Louis, Anheuser-Busch is the leading American brewer holding 50 percent of the U.S. beer market. The company is American-owned and brews the world’s largest-selling beers, Budweiser and Bud Light. Anheuser-Busch ranked first in the U.S. beverage industry in FORTUNE magazine’s 2005 “America’s Most Admired Companies” and in the top 30 on FORTUNE’s 2005 “Global Most Admired Companies” list. The company is one of the largest theme park operators in the United States, is a major manufacturer of aluminum cans and is the world’s largest recycler of aluminum beverage containers. For more information, visit www.anheuser-busch.com.


10 August, 2005