US brewer Anheuser-Busch is to launch the first energy beer in Britain, despite an industry code prohibiting the promotion of alcohol as enhancing physical or mental capabilities.
The product, B-to-the-E, contains caffeine, guarana and ginseng, and is "for contemporary adults who are looking for the latest beverage to keep up with their highly social and fast-paced lifestyles", according to Anheuser's website. It is to be targeted mainly at the nightclub market.
The Portman Group, the industry watchdog, has ruled against a number of alcoholic energy drinks. In some cases companies have been forced to withdraw claims made on packaging or in some cases to scrap products altogether.
Anheuser insists the E does not stand for "energy" but means "extra", a reference to additional ingredients in the beer.
The Portman Group code says packaging and promotional material should not "in any direct or indirect way suggest that the product can enhance mental or physical capabilities".
Products that have been changed or ditched after Portman Group rulings include Cannabis vodka; VK Vodka and Energy; and Red, an alcopop that claimed to "invigorate" drinkers.
A number of spirit-based alcopops with added stimulants nevertheless remain on the market competing alongside cocktails containing caffeine-rich mixers such as Red Bull.
Anheuser's UK marketing director Jim Gorczyca denied that B-to-the-E is to be marketed as an energy drink. He said the added stimulants instead provided "a fresh new taste that is unique and fun".
Anheuser said the Portman Group had been consulted on the drink. Portman refused to comment on any advice given but said it never gave clearance to products before launch. Its code was established by the drinks industry in 1996 in response to public concern at the way alcopops were being marketed.
Several Portman Group members privately recognise the conservative standards set out in the code on packaging and promotion are widely ignored by the time drinks reach the bar - and are flouted by members through their TV and billboard ad campaigns.
Most members ignore Portman Group principles that prohibit linking alcohol to sexual success. TV advertising, however, is expected to be marginally toned down this autumn following a move by Ofcom to tighten its regulations on alcohol promotions.
Campaigners were also concerned about the drink's arrival. Andrew McNeill, director of the Institute of Alcohol Studies, said, "These drinks are clearly aimed at young, heavy drinkers. And young heavy drinkers drink too much as it is."
Victoria Manning, research psychologist for Action on Addiction, said: "This concerns us because the combination of caffeine and beer will enable people to drink more because the caffeine will keep them awake longer. Some people may believe the effects of the alcohol are being neutralised by the caffeine."
