A-B takes new Tilt

Modern Brewery Age,  August 15, 2005  

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Anheuser-Busch reports it is starting a phased, nationwide launch for Tilt, a malt beverage featuring ingredients like caffeine, guarana, and ginseng. The company says the "5 p.m. afterwork drink" with the raspberry flavor will be brewed at the Cartersville, GA brewery. "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." Like many A-B beers, Tilt is brewed with two-row malt, natural grains, yeast and water. Interestingly, the product also contains hops. However, that's where the resemblance to beer becomes a little hazy--Tilt is also infused with raspberry flavor, caffeine, guarana and ginseng. The company says it is fermented at cold temperatures and allowed to develop natural carbonation as it 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 will be sold in individual 16-ounce silver cans, containing 6.6, 6, or 4 percent alcohol by volume, depending on state laws. Full distribution is expected by October.

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