Tilt (drink)

Tilt
TypeMalt beverage, energy drink
ManufacturerAnheuser-Busch
Country of origin United States
IntroducedAugust 2005
Alcohol by volume 4-6.6% (in 16oz cans), 12% (in 24oz cans, 2005-2011), 8% (in 24oz cans
ColorBlue, Green, Red, Purple, Pinkish Red
FlavorBerry, Lemon Lime, Fruit Punch, Grape, Watermelon, Piña Colada
VariantsTilt Red
Related products3Sum, Four Loko, Joose, Red Bull, Sparks

Tilt was an alcoholic beverage launched by Anheuser-Busch in the United States in August 2005.[1] It was sold in 16 and 24 fluid ounce cans. Its alcoholic content by volume varied. In 16oz cans, it ranged from 4-6.6% depending on state laws.[2] In 24oz cans, its alcoholic content by volume was originally 12%, but was later lowered to 8% in 2010.[3][4] The drink was reformulated in 2008.

History

Tilt was introduced as an energy drink containing alcohol, and marketed as a "Premium Malt Beverage". The original formulation's active ingredients included caffeine, ginseng and guaraná. In 2008, a reformulated Tilt was launched with only caffeine.[5] Budweiser changed the formulation for similar reasons to Miller Brewing Company, manufacturer of Sparks.

Under pressure from special interest groups, which in turn put pressure on state governments, caffeine was later banned as well, with the drink's marketing to underage consumers and allegedly false statements being cited as reasons.[6][7] In September 2010, Tilt was remade in a twenty four fluid ounce can similar to Four Loko.

Other "malternatives" that used similar energy formulations include 3SUM, Four Loko, Joose, and Sparks. Tilt's alcoholic content by volume is similar to various formulations of these other drinks. The formulations for all US malt beverages containing caffeine changed between 2010 and 2011 due to pressure from Washington, DC lobbyists and the Food and Drug Administration.

The U.S. Centers for Disease Control and Prevention had also delivered findings that these drinks were particularly in vogue with minors, and were likely to cause blackouts and other health risks, and increased the likelihood of a rape occurring, both on the part of the rapist and the victim.[8] These findings, combined with parental outcry, led to a ban on caffeinated alcoholic beverages in the United States.

References

  1. ^ "Anheuser-Busch blends caffeine, ginseng, alcohol". USA Today. 2005-08-08. Retrieved 5 June 2010.
  2. ^ "Anheuser-Busch rolls out caffeine-laced brew". NBC News. NBC News. The Associated Press. 9 August 2005. Retrieved 21 February 2024.
  3. ^ Korn, Melissa. "Anheuser-Busch to Cut Alcohol Content in Tilt Malt Drink". WSJ. The Wall Street Journal. Retrieved 21 February 2024.
  4. ^ "ANHEUSER-BUSCH TAKING THE RIGHT APPROACH BY REDUCING ALCOHOL CONTENT IN 'TILT' BEVERAGE" (PDF). STATE OF CONNECTICUT - OFFICE OF THE ATTORNEY GENERAL. Retrieved 21 February 2024.
  5. ^ "Anheuser-Busch Ends Alcoholic Energy Drink Sales". State of California - Department of Justice - Office of the Attorney General. California Department of Justice Office of the Attorney General. 26 June 2008. Retrieved 21 February 2024.
  6. ^ MillerCoors Will Revamp Sparks, The Wall Street Journal, December 19, 2008
  7. ^ "Company agrees to stop production of alcoholic energy drink".
  8. ^ "FDA Expected to Ban Caffeinated Alcohol Drinks". U.S. News & World Report. HealthDay News. November 17, 2009.


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