B-to-the-E = Blech

As if Bud wasn't bad enough on its own. According the Associated Press, Anheuser-Busch is looking to compete against power-drink powerhouse Red Bull. This past Monday, the company announced the rollout of a new pumped-up product line:

Looking to add oomph to a beer segment that has gone a bit flat, Anheuser-Busch hopes to give its bottom line a boost with a new concoction - a fruity-smelling beer, spiked with caffeine, herbal guarana and ginseng.

The world's largest brewer said Monday its planned offering, B-to-the-E - with the "E" denoting something "extra" and shown as an exponent of B - should appeal to 20-something consumers craving something zippy in their highly social, fast-paced lifestyles.

The St. Louis-based brewer said the new "beer," pending governmental approval, should debut in November against the backdrop of the company's existing line of Bacardi liquor-branded flavored malt beverages - or malternatives - and the ever-increasing line of alcohol-free energy drinks, often used as mixers in clubs...

...B-to-the-E will be slightly sweet but tart, coming in the aromas of blackberry, raspberry and cherry.

C'mon. Haven't these folks heard of Lambic? Before they try fruit flavors, why don't they try to develop beer with some actual beer flavor? Forget about the additions of caffeine and ginseng. Who needs all that extra energy when all you're doing is sitting in front of the boob tube, guzzling a six-pack? And, if that isn't enough to stop them in their tracks, how about this? Where the heck are Bartles & Jaymes today?

Well, even if the product development geniuses at Anheuser-Busch don't see the light, at least the market does. Once again, according to the AP, right after the unveiling of the new line:

Anheuser-Busch shares fell 28 cents to close at $50.20 on Monday on the New York Stock Exchange.