Tuesday, August 21, 2007

A-B gets watered down

+Anheuser-Busch is extends its water/non-beer distribution.
A month after Anheuser-Busch announced an equity stake in an Icelandic water bottler, the St. Louis-based company has announced another agreement with a water company that continues to extend A-B's reach into non-alcoholic beverages. This time, the beverage is a nutraceutical line called Borba's Skin Balance Waters.

The deal gives the beer maker nearly worldwide (excludes Japan, Australia, Singapore, Indonesia and Dubai) distribution and marketing rights to the product as well as to Aqua-Less Crystallines, a powder form of the drinkable skin care line.
"Adding the [lines] to our portfolio allows us to participate in the emerging nutraceutical beverage category," says Dave Peacock, vice president of business operations, Anheuser-Busch, also in the statement. "The Borba line of beverages provides innovative and highly profitable products for our wholesalers and retail customers, while expanding our business into high-growth beverages beyond beer."

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