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
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.