Euro RSCG Contributes to Bud’s B-to-the-E

CHICAGO Havas’ Euro RSCG here is working on Anheuser-Busch’s new B-to-the-E, a Budweiser brand extension aimed at club-goers, along with several other shops, the brewery said.

The premium-priced malt beverage began its rollout late last year. Sold in 10-ounce cans, it is amped up with caffeine, guarana and ginseng and has a taste both “sweet and tart,” according to A-B.

Marketing is expected to focus on on-premise, with some print ads, the brewery said at the time of the launch. Spending was not disclosed. The St. Louis brewery declined to provide marketing details.

Euro RSCG was not previously among A-B’s roster shops. The client would not disclose the other shops working on the brand.

The beer’s logo will employ the Budweiser “B” with a superscripted E. The line, “Beer with something extra,” is written on the bottom of the beverage’s can.

The entry is intended to counter the growing popularity of mixed drinks, A-B officials said in October.