Busch Faces UK Critics Over New Beer July 13, 2005
News Summary
Public-health groups in the U.K. are criticizing Anheuser-Busch's new "B-to-the-E" beer, which is infused with caffeine, guarana, and ginseng, the Guardian reported July 4.
Critics say the beer violates an industry code barring marketing alcoholic beverages with claims that they boost physical or mental capacity. Anheuser-Busch says the "E" in the product name stands for "extra," not "energy."The marketing code of the Portman Group, the U.K. industry watchdog group, says that product marketing should not "in any direct or indirect way suggest that the product can enhance mental or physical capabilities." Anheuser-Busch's U.K. marketing director, Jim Goirczyca, said the stimulants were added to B-to-the-E to provide "a fresh new taste that is unique and fun."
B-to-the-E is expected to be marketed mostly at nightclubs. "These drinks are clearly aimed at young, heavy drinkers. And young heavy drinkers drink too much as it is," said Andrew McNeill, director of the Institute of Alcohol Studies. Added Victoria Manning of the group Action on Addiction: "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."
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