Anheuser-Busch launches Prohibition era limited-edition brand

USA – Anheuser-Busch has launched a limited-edition lager as part of its Budweiser brand, based on a recipe dating back to before Prohibition, called Budweiser 1933 Repeal Reserve.

Budweiser 1933 Repeal Reserve is inspired by an amber lager created and brewed by Adolphus Busch that was never widely distributed outside of the company’s home city of St. Louis, Missouri because of the start of American prohibition in 1920.

“We are excited to mark the upcoming holiday season and the anniversary of the repeal of Prohibition with this new brew based on a forgotten recipe,” said Ricardo Marques, vice-president of Budweiser for Anheuser-Busch.

“While Budweiser Repeal Reserve is a great tasting Amber Lager, it also tells the story of an important part of our history and gives reason for celebration.”

The brand is bringing the prohibition era to life by unveiling a fleet of antique cars in partnership with Lyft, the ride-sharing app, as part of the launch.

“When Budweiser told us they wanted to offer a fleet of vintage cars to launch Repeal Reserve, we knew Lyft was the perfect option to celebrate the new recipe in a stylish and unexpected way,” said Melissa Waters, vice-president of marketing for the app.

“We encourage everyone to make the right choice to drink responsibly and keep our roads safe, and that’s why we continue to team up with Budweiser, a brand that shares the same commitment.”

The amber lager boasts a light, hoppy aroma and a rich caramel-malt taste, the company said.

Repeal Reserve boasts a higher ABV than original Budweiser – 6.1% compared to 5% – and comes packaged in a vintage Budweiser stubby bottle.

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