05 March, 2005

USA: Miller Brewing, based in Milwaukee, announced it will test-market a new fruit-flavoured malt beverage from South Africa, called Brutal Fruit in Seattle, beginning March 14, even though the brewer has dropped other flavoured malt drinks because of disappointing interest, Associated Press communicated on March 4. Miller says the product is fruit juice with five percent alcohol, much like beer. It'll come in four flavours -- strawberry, mango, kiwi and raisin-like litchi.

Brutal Fruit was launched in South Africa in 2002 and has been selling well there. Miller's previous entry into the flavoured malt beverage market with products including Skyy Blue have brought dismal results. Industry analysts say Miller's drinks had trouble standing out in a crowded flavoured malt segment.

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