What the company did want to talk about was the new alcohol-free drink rolled out by home unit InBev Belgium, the Hoegaarden 0.0...I sense a winning ad campaign: "For those who find Lemon fanta too intense!" I don't believe it will be available in America, which is probably a wise strategy.
Under CEO Carlos Brito, AB Inbev invests considerably in flashy marketing. And the Hoegaarden 0.0 is stylish, with design centered around a Gothic rendition of “0.0”, that looks like two ghost eyes, printed on a light yellow can with white wheat germs.
The verdict on taste was mixed. Your correspondent found the drink akin to a watered-down lemon Fanta. OK — refreshing even — if you know what you’re getting.
Tuesday, April 26, 2011
Proof that, even to the small-beer fan, you can carry a good thing too far: