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Anheuser-Busch ventures into spirits market.

Anheuser-Busch, America's largest brewer, has forayed into the spirits business with a twin-liqueur product. Last November, the makers of Budweiser and other beers began test marketing its Jekyll and Hyde product in four selected U.S. cities. The product consists of two liqueurs in separate bottles meant to be poured and served together, although consumers can drink them separately, the company said. Jekyll is a sweet, scarletred spirit tasting of wild berries while Hyde is an herbal-tasting black spirit that floats on top when poured over Jekyll.


Long Tail Libations, a wholly-owned A-B subsidiary set up last September, is in the process of testing Jekyll & Hyde in about 40 retail locations in Orlando, FL; Columbia, MO; Denver; and Las Vegas. The company has targeted consumers in the 21 to 27 year old age group. Anheuser-Busch's move comes at a time of overall sluggish sales and profits for beer makers, as well as the shift among consumers towards cocktails and wine.

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Title Annotation:CURRENTS
Geographic Code:1USA
Date:Jan 1, 2006
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