A-B dips into health waters
Anheuser-Busch has made a surprise leap into functional soft drinks, tying up with a water brand that claims to have health-giving properties.
The brewer has taken on the distribution and marketing of Borba Skin Balance Waters in the US, which include several varieties such as Clarifying, Age Defying, Firming and Replenishing. The agreement also includes the rights to Aqua-Less Crystallines, a powder form of the "drinkable" skincare line.
The Budweiser-to-Michelob company will begin distributing the drink in select markets in November 2007, although no decision has been made about a UK launch.
Dave Peacock, vice-president of business operations, Anheuser-Busch, said: "Adding the Borba Skin Balance Waters and Aqua-Less Crystallines to our portfolio allows us to participate in the emerging nutraceutical beverage category.
"It provides innovative and highly-profitable products for our wholesalers and retail customers, while expanding our business into high-growth beverages beyond beer."
