New ways to drive adult beverages at mass: beverage companies are varying marketing strategies to appeal to every consumer.

Alcoholic beverage companies have acknowledged shifting market preferences and are developing products and sophisticated marketing strategies in the pursuit of discerning and fickle consumers.

As younger drinkers experiment with taste and look for new kinds of flavor sensations, beer sales have slowed in favor of spirits, but major brewers have been fighting back with unique products and promotions. To that end, in August, Anheuser-Bush launched Tilt, a malt beverage that features a blend of caffeine, guarana and ginseng positioned as an after-work drink with pick-me-up elements.

"Contemporary adults are looking for innovative beverages that fit into their …