Budweiser’s Latest Product Is A Brew First Made Before Prohibition

Budweiser’s Latest Product Is A Brew First Made Before Prohibition

The company has created a vintage-inspired, limited edition run of a beer it used to make before Prohibition began in 1920

Zack Palm
  • 30 october 2017

Craft brewers have popularized vintage drinks, like recreations of the beer made around the time of Prohibition in the U.S. from 1920 to 1933. Now beverage giant Anheuser-Busch, which owns Budweiser, has noticed this trend and responded by reaching into the brand’s archives to use a recipe from before this period.

The limited-edition beer is called the 1933 Repeal Reserve, an amber lager with a higher alcohol content (6.1% compared to the standard 5% of Budweiser). Its marketing campaign references the 1930s. The beer comes in a shorter bottle with a vintage look called a ‘stubby,’ and Budweiser partnered with Lyft to have five branded 1930s-era cars driving people around Manhattan on October 25.

Anheuser-Busch will sell the beer for a limited time through the holidays, with the anniversary of the Prohibition’s appeal landing on December 5.

Limited Edition Prohibition Beer

+experiential marketing
+food & beverage

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