19 August, 2005

USA: Miller’s new drink doesn’t pass the tests

The Miller’s Brutal Fruit drink didn't enjoy success at the consumers when it was tested this spring and summer in Richmond, Va., Tampa, Fla., and Seattle, according to Associated Press. Brutal Fruit had been billed as fruit juice with 5 percent alcohol by volume, a level similar to beer, and it came in strawberry, mango, litchi and kiwi flavors.

The drink was introduced in 2002 in South Africa by SABMiller Plc, Miller's corporate parent, and has enjoyed strong sales in South Africa, particularly among women between 24 and 35."We will aggressively look at products that have had success in other parts of the world for SABMiller," Miller spokesman Peter Marino said. "But we're going to be very disciplined in what we ask our system to focus on and support."

Another brewer, Anheuser-Busch announced last week it was launching Tilt, a new raspberry-flavored, caffeinated malt beverage.

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