Anheuser-Busch Co. has rolled out another caffeinated malt beverage – this one aimed to be even less beer-like than B-to-the-E, which debuted nine months ago.
Tilt, a raspberry-flavored drink, targets 21- to 27-year-old males who want a beverage that helps them make the transition to play from work, said Mic Zavarella, director of innovation at A-B’s domestic brewing subsidiary. “Tilt was designed with this transition in mind,” he said.
Tilt is a blend of caffeine, ginseng and guarana – a paste derived from a Brazilian fruit. However, Tilt has a taste and a color that’s distinctive from “BE,” which took many of its cues from a beer, said Pat McGauley, vice president of innovation and new products at A-B’s domestic brewing unit.
Each 16-ounce serving of Tilt – packaged in sleek, aluminum cans – contains 6.6%, 6% or 4% alcohol by volume, depending on state law. Cans will be sold individually. Each 16-ounce serving contains about 70 milligrams of caffeine, which is about 27% more caffeine than in a 12-ounce can of Mountain Dew.