Trying to put the sex appeal back into beer, a La Crosse brewery has declared national ambitions for its suggestively named Bootie Beer.
The 400-employee City Brewing Company currently produces Bootie and Bootie Light, but the brewery's impact on the sluggish U-S market remains to be seen.
Its debut shipment was about 20,000 cases, an amount which represents about 20 minutes of sales for the Miller Brewing Company.
Auditors say the brewery has been operating with negative cash flows, which raise doubt about whether it can remain a going concern. But chief executive officer Tania Torruella says the cheeky beer will appeal to a broad target market.