Global brewer InBev announced last week a rollout in the USA of its Brahma beer later this year. Instead of a bitter aftertaste, it says, the best-selling Brazilian brew offers a crisper finish with a hint of papaya.<br />
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InBev, which markets Stella Artois, Beck’s and Rolling Rock, will roll out Brahma in the Los Angeles, San Diego, Miami, Tampa/St. Petersburg and Orlando markets on June 1. Originally brewed in 1888, Brahma will hit New York City, Chicago, Dallas, Houston and Austin by July.<br />
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InBev has had success marketing Stella Artois as an upscale import beer for the urban hip from Greenwich Village to Hollywood. The brewer will position Brahma — with its clear, curved bottle — for "unisex" appeal among all beer drinkers.<br />
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The twentysomething consumers, particularly women, driving the $70 billion U.S. beer market cite a lingering, "beery" aftertaste as their biggest complaint. So brewers hope "no-aftertaste" beers will stop women and more white-collar beer drinkers from switching to wine and spirits.<br />
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