Anheuser-Busch set for functional water

by Gemma Charles, Marketing 29-Aug-07

Anheuser-Busch has acquired the global distribution and marketing rights to a functional water brand in a bid to establish itself in the rapidly developing nutraceutical beverage category.

The product, Skin Balance Waters, which is owned by US firm Borba, will
be sold in selected markets, including Europe, from November.

The drinks, which contain antioxidants, vitamins and botanicals, promise

skin benefits such as a clearer complexion. Variants include Clarifying,

Age Defying, Firming and Replenishing.

Anheuser-Busch will also take on the distribution and marketing of
Aqua-Less Crystallines, a powdered variant of the drink.

The Borba line is presently available at high-end retailers in the US,
but Anheuser-Busch plans to widen distribution through its networks.

This is the first time the Budweiser owner has moved into the water
market. While it brews more than 60 varieties of beer, its involvement
in non-alcoholic beverages has so far been limited to a range of energy
drinks in the US called 180.

'The Borba line provides innovative and highly profitable products for
our wholesalers and retail customers, while enabling us to expand our
business into high-growth beverages beyond beer,' said Anheuser-Busch
vice-president of business operations Dave Peacock.

Borba is backed by Brad Greenspan, the founder of MySpace, who serves as
its non-executive chairman. Liberty Media Corporation, parent company of
shopping channel QVC, also has a stake in the company.

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