Anheuser-Busch launches caffeine-infused beer

Anheuser-Busch has announced it is to roll out its B(E) beer, which contains caffeine, ginseng and a fruit flavor, in the UK following successful uptake in the US. UK campaigners, however, claim the product flouts drinks industry regulations.

Anheuser-Busch has announced that will launch its new B(E) brand in the UK on 18 July. The caffeine and ginseng-enhanced beer, which has been available in the US since late last year, will be available in a black 335ml glass bottle. The beer will be marketed through exclusive sampling, point of sale, PR and dance music sponsorship and is to be targeted primarily at the nightclub market. In a statement, Jim Gorczyca, marketing director, Budweiser UK said: There is nothing else like B(E), it's a premium strength beer, with the added bonus of extra ingredients that has created a taste that appeals to men and women. Following news of the launch, the Guardian newspaper reported concerns among campaign groups that the beer does not conform to UK drinks industry regulations. The Portman Group, which regulates alcoholic drinks in the UK, has previously banned drinks, such as the alcopop Red, that purport to enhance mental or physical capabilities. Anheuser-Busch insisted that B(E) will not be marketed as an energy drink, asserting that the E does not stand for energy but means extra, a reference to additional ingredients in the beer, the paper said. Speaking to the Guardian, Victoria Manning, research psychologist for UK campaign group Action on Addiction said: This concerns us because the combination of caffeine and beer will enable people to drink more because the caffeine will keep them awake longer. Some people may believe the effects of the alcohol are being neutralized by the caffeine.