Tuesday, August 16, 2005

Tilt

Here’s how a shitty beer company thinks: Red Bull is hot. So hot, people are ordering it w/ vodka at bars. We must do a beer version. That’s how you get Tilt, w/ caffeine, guarana, ginseng (Red Bull-ish ingredients), and 4-6 % alcohol, from Anheuser-Busch. The weird thing is that it’s raspberry-flavored (which seems um pretty girly) and yet the genius trust at A-B says the drink is targeted to MEN, 21-27. (FRUITY men, maybe.) There’s also a rap about how this is a "transition drink" that takes you from work (caffeine) to play (alcohol), they even cite the hours you're to drink this crap which is 5-7 pm.

26 Comments:

At August 16, 2005 8:40 AM, Anonymous Dean said...

Oh I don't know, we have raspberry vodka, why not? Look at all those "hard" lemonades out there. I'm sure there's a market for this; it just may not be the intended market that's all.

 
At August 16, 2005 9:46 AM, Blogger Kirk said...

Here's what the CEO of another shitty beer company said recently, according to the NYT (8/15):

"'After thousands of years of compelling relevance, beer is suddenly passé,' Norman Adami, chief executive of Miller Brewing, said last week at a Beer Institute meeting in Milwaukee."

I have to wonder how long SAB will keep Norm in his job, if that's the main driver of his corporate strategy.

 
At August 16, 2005 10:32 AM, Anonymous IceCreamHead said...

GREAT LINKS... This energy drink phenomenon is a great story. A market that was non existent 10 years ago and RED BULL was the first. All you have to do is go into the nearest 7-11 and see ALL the brands of “Energy Drinks” currently available. I guess when the market is $1 BILLION, you have company’s who “pile on”. I do believe each of the major soda companies have their own version of ED’s…THX TG and NYCE!

 
At August 16, 2005 10:52 AM, Anonymous d.b. cooper said...

don't knock anheuser-busch's beer. i had a bud for breakfast.

 
At August 16, 2005 10:57 AM, Blogger Scott Roche said...

"After thousands of years of compelling relevance, beer is suddenly passé"

Ummmmm. No.

I'll stick to drinking my own brews or something from a company that knows beer like Flying Dog, Dogfish Head, or heck Sam Adams.

 
At August 16, 2005 11:01 AM, Blogger Kirk said...

Hey, d.b., if you added chocolate and a cigarette to your breakfast you would have consumed all four food groups: Alcohol, Chocolate, Fats and Tobacco.

 
At August 16, 2005 11:07 AM, Blogger Kirk said...

Captain:

Have you tried Dogfish Head's 90-Minute IPA? THAT's a real beer! (Apparently, they also make a 120-Minute version, but the alcohol level -- 21% abv -- makes it difficult to sell in Texas.

http://www.dogfish.com/beer/120minuteipa.cfm

Interestingly, they say the "comparable wine style" to the 120 is 'GRAPPA"!!! Now there's an energy drink for you -- rocket fuel!

 
At August 16, 2005 11:10 AM, Anonymous ms.ery said...

seems to me that raspberry beverages might appeal to all those nyce bloggers who rave about dreyer's ho-hum black berry avalanche ice cream

 
At August 16, 2005 11:13 AM, Anonymous d.b. cooper said...

you better believe i've got my cigs, kirk, but i will the chocolate to you girly guys. for my fat, i'd rather has 5 or 6 strips of bacon

 
At August 16, 2005 11:15 AM, Anonymous polar negri said...

i love grappa, so i will look for that dogfish stuff

 
At August 16, 2005 11:20 AM, Anonymous penny wise said...

re icecreamhead's comment: i don't understand why 7-11 gets so many nyce mentions when there are many cheaper and just as convenient sources for the same stuff -- except for frawg and slurpees, of course, but why would you want either of them?

 
At August 16, 2005 11:33 AM, Anonymous plain java joe said...

i see a parallel between younger people guzzling these phony drinks and so-called adults sipping mint lattes. man's once discriminating palate is getting all mixed up

 
At August 16, 2005 11:36 AM, Blogger TG said...

the correct berry is BLACK RASPBERRY, and as those who know (and to know is to love) black raspberry, no other berry comes close: not the simplistic one-note experience you get from red raspberry, and not the flabby, flaccid flavor of blackberry. BLACK RASPBERRY beats them all

but thank you for your interest, ms.ery. i'm not much of a girly guy so i won't like Tilt, altho i don't mind a nip of chambord now and then. i mean, if you're gonna do a fruity alcohol thing, why go halfway

 
At August 16, 2005 11:47 AM, Anonymous d.b. cooper said...

apricot brandy, the cheap, hot stuff, is fine by me

 
At August 16, 2005 12:05 PM, Anonymous ms.ery said...

of course i knew the ARTIFICIAL FLAVORING was black raspberry; it was a typo. i also remember the chocolate rocks in it, but i think i am with plain java joe on favoring more pristine foods and beverages

 
At August 16, 2005 12:23 PM, Blogger Twisted Dog said...

HEAR HEAR! I MYSELF LIKE THE PURE, UNADULTERATED TASTE OF CAT SHIT. NO WHIPPED CREAM OR NOTHIN'!

 
At August 16, 2005 12:40 PM, Anonymous manly man said...

hard lemonade, that's a fruity drink too

 
At August 16, 2005 1:01 PM, Blogger BK said...

Yea... well buy your hard lemonade from Canada, where it's made with vodka! Mike's northern cousin don't want none of that wussy, malt-based stuff sold down here.

 
At August 16, 2005 3:16 PM, Anonymous clairevoyant said...

pennywise, isn't 7-11 now just a generic term for convenience store? remember when 7-11 was a big deal because it meant it was open for "ALL of those hours" !! (am i showing my age?) now, every mom & pop store has to be open 24/7 to compete!

 
At August 16, 2005 5:24 PM, Anonymous ms.ery said...

i don't think of 7-11 as generic for convenience stores. i think of them as AOTWSOTS (always on the wrong side of the street) stores. my therory is that to save money, they always pick the most inconvenient locations. also, they are such a big deal, why did they have to give up on building the second tower on central and lemmon?

 
At August 16, 2005 5:29 PM, Anonymous penny wise said...

clairvoyant probably knows the answer to your question, ms.ery, but what she doesn't sense is that mom and pop stores are not 7-11's major competition. it is stores owned by asian and middleeastern immigrants who do everything they can to compete on prices. also, the glut of drugstores -- cvc and walmart, esp. -- are using loss leaders to compete for your business. if you use 7-11 today, you are just lazy or in a rut -- or hooked on slurpees or frawgs

 
At August 16, 2005 5:32 PM, Anonymous red ennk said...

back in the day, the drugstores in okla. would sell you a salty frog, a cup of coarsely crushed ice with lots of fresh-squeezed lime juice and a little salt. you sipped it slowly, as the ice melted, you had a refreshing thirst quencher for a long time

 
At August 16, 2005 5:46 PM, Blogger Twisted Link said...

We had those when I was a kid. Except we called them margaritas.

 
At August 17, 2005 6:47 AM, Blogger TG said...

Here's an interesting and pertinent story

 
At August 17, 2005 8:15 AM, Anonymous ms.ery said...

glad to see your up and at 'em early today. hope you have had your starbucks fix. on the subject of hours, i checked the washington post's food blog; the editors aren't responding to questions until 1 p.m. (tho you can send in q's early if you like)

 
At August 17, 2005 10:20 AM, Blogger Scott Roche said...

"Have you tried Dogfish Head's 90-Minute IPA? THAT's a real beer! (Apparently, they also make a 120-Minute version, but the alcohol level -- 21% abv -- makes it difficult to sell in Texas."

They've just raised the cap in NC from 8% to 15% so we'll get the 90 but not the 120 or their WW Stout. *sniff* Oh well it's a step in the right direction.

 

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