Beginning today, Miller Brewing will be test marketing Mickey’s Stinger, a beer containing caffeine, guarana and taurine. The initial test makets will be Arizona, California and Nevada.
From the press release:
The new drink – which launches May 26 initially in Arizona, California and Nevada – features an infusion of caffeine, guarana and taurine. Honey added during the brewing process gives Mickey’s Stinger a light, smooth taste. The new malt beverage contains seven percent alcohol by volume (ABV) and will be distributed in 16-ounce single serve cans and six-packs of 16-ounce cans.
“Today’s 21- to 27-year-old consumer is looking for something different in their alcohol beverages and has responded with great enthusiasm to caffeinated malt beverages,” said Dan Hennessy, marketing manager for Mickey’s Brewing Company. “But these consumers will readily tell you they drink existing brands despite the taste, not because of the taste. That’s where we see real opportunity for Mickey’s Stinger. Mickey’s Stinger is an innovative and smooth tasting product that consumers will enjoy.”
Stinger is the first extension of the Mickey’s brand franchise in years. The brand, traditionally known for its distinctive taste, unique bottle and iconic hornet logo, has been a staple of the malt liquor category for decades.
Mickey’s Stinger will be competing against Anheuser-Busch’s Tilt (a malt beverage with caffeine, guarana, and ginseng), B-to-the-E (a fruit-flavored caffeine beer) and 24 Seven (a malt beverage with caffeine by Mix Master Beverage in Nevada, though it’s made in Wisconsin by City Brewing).