ST LOUIS In an attempt to “establish a clear separation between the beer business and the non-alcohol business,” Anheuser-Busch stated Tuesday it has created a non-alcoholic subsidiary specializing in energy drinks and high-end waters.
That 9th Street Beverages subsidiary, which will include such brands as 180 Energy, BORBA Skin Balance Water, Icelandic Glacial and Monster, will have its own leadership structure for non-alcohol decision-making and sales and marketing personnel focused solely on marketing and expanding distribution of non-alcohol products.
David English will serve as vice president and general manager; Brian Belobradic, vice president of sales and Tom Burkemper, director of marketing.
The company stated that sales teams have been hired in major cities nationwide to focus on growing the non-alcohol brand portfolio in alcohol-licensed accounts as well as in non-licensed accounts and with A-B’s wholesalers.
Sales performance for A-B’s non-alcohol portfolio is up 77 percent this year, according to Anheuser-Busch, but the company still sees opportunities in gyms and health stores. The new subsidiary also is working on new “energy, specialty and new age product concepts.
Anheuser-Busch debuted its first non-alcoholic drink with 180 Orange-Citrus Energy Drink in 2001.