A-B Drops More Brands

Peels line appears gone.

Innovation is hard work -- even for a dominant industry leader like Anheuser-Busch.

The brewer has rolled out dozens of new products in recent years in an effort to mine new sources of growth in the beer industry. None of them have been runaway hits. Bud Select, its biggest success, has been declining since the year it was launched despite receiving tens of millions in marketing support.

A-B disclosed in its 10-k filing with the Securities and Exchange Commission that it’s giving up on some new brands.

Particularly of note: The Peels line of alcohol fruit juices appears to be history, or close ot it. Marketed in department stores and spas, the product represented a new effort by A-B to market to women. But sales never took off.

The filing lists every single brand in the lineup – save the last entrant Nectarine Citrus – as being discontinued. Nor does the label appear on a page of A-B’s Web site that lists brands. Peels Pear Lemon was discontinued last year.

Natty Up is gone, as is Bacardi Silver and Bacardi Silver Big Apple. It will be interesting to see what happens to the Bacardi flavored malt beverage lineup given that A-B has discussed the success of last year’s Bacardi Mojito.

From the SEC filing:

During 2007, ABI discontinued Anheuser-Busch Lager, Natty Up, BACARDI Silver, BACARDI Silver Big Apple, Peels Blueberry Pomegranate, Peels Spiced Apple, Peels Strawberry Passion Fruit, Peels Cranberry Peach, Peels Spiced Apple, Spykes Banana, Spykes Blue Raspberry, Spykes Grape, Spykes Hot Chocolate, Spykes Peach, Spykes Melon, Spykes Lime, and Spykes Mango.

The 10-K can be seen here.