Budweiser BE runs out of energy

Anheuser-Busch is axing its Budweiser BE beer and energy drink off-shoot after failing to recreate the same buzz with UK consumers as it achieved in the US.

Launched last June, the 5%-abv drink contained caffeine, guarana and ginseng and was positioned as a "remixed alternative to beer that tastes like lager but with a fruit twist".

Already a success in the US, the brewing giant hoped to stimulate the same excitement in the UK through a series of low-key music sponsorships and product sampling.

But beer buyers from the leading pubcos criticised AB's approach, adding that BE could have survived if it had been given more support.

One said: "The rate of sale wasn't very good, but it might have been better if the marketing was right. They produced branded ice buckets to serve bottles in but didn't exploit the idea of serving it over ice, as Magners has done. Now they are launching Silver Bullet, a 4.1% abv beer, and need to address similar challenges."

Jim Gorczyca, UK marketing director of Anheuser-Busch Europe, said: "We have decided to withdraw BE from the UK where sales of the brand have not met our expectations. Bud Silver represents an exciting opportunity for AB. It will benefit from a support package above and below the line, demonstrating our commitment to the growth of this new brand."