St. Louis, MO-based Anheuser-Busch has created a subsidiary called 9th Street Beverages that will specialize in energy drinks, high-end waters and other non-alcoholic beverages.

Currently, non-alcoholic brands from Anheuser-Busch include 180 Energy, BORBA Skin Balance Water, Icelandic Glacial and Monster.

“With the success of our non-alcohol portfolio and opportunities to continue the momentum, we felt the time was right to bring further focus to this segment of our business,” said David English, vice president and general manager, 9th Street Beverages. “We have a great strategy and with the addition of a dedicated sales team, we’re excited about the future.”

Sales performance for the company’s non-alcoholic portfolio is up 77% this year, Mr. English noted.

“Our focus will be on reaching new consumers in accounts where alcohol products are sold as well as accounts where alcohol may not typically have a presence, such as travel and transportation venues and ‘at-work retail’ and specialty accounts such as spas, gyms and health stores,” Mr. English said. “We’ll also continue working with licensed retail accounts to identify opportunities to augment the growth of Anheuser-Busch’s beer brands.”

The subsidiary will include a formal leadership structure for decision-making, along with a sales and marketing group focused on expanding distribution of non-alcoholic products. In addition to Mr. English, the subsidiary’s leadership includes Brian Belobradic, vice president of sales, and Tom Burkemper, director of marketing. Mr. English, Mr. Belobradic and Mr. Burkemper are all longtime Anheuser-Busch employees.

Anheuser-Busch debuted its non-alcoholic portfolio with 180 Orange-Citrus Energy Drink in 2001. The company has since expanded the 180 family to include 180 Red with Goji, 180 Blue with Acai, 180 Blue Low-Calorie and 180 Sugar-Free Orange Citrus Blast. The non-alcohol portfolio also includes BORBA Skin Balance Water, which Anheuser Busch markets and distributes in the U.S., Monster and Icelandic Glacial.

The name “9th Street Beverages” is a reflection of the subsidiary’s and Anheuser-Busch’s location in St. Louis. It’s also a name that connects with the Anheuser-Busch family of wholesalers, many of which will be selling the non-alcohol portfolio in cities nationwide.